Hmm…MSC Cruise Line. Think that works?

Hmm…MSC Cruise Line. Think that works?

The MSC Cruise Lines Tom Dougherty, CEO – Stealing Share 2 October 2017 MSC Cruise Lines MSC Cruise Line is making a big enough spend on US television that I have seen its commercials numerous times. The problem is the NAME. I could not remember it well enough...
Prevagen is Jellyfish!

Prevagen is Jellyfish!

Cleverness in advertising stinks: Prevagen Tom Dougherty, CEO – Stealing Share 17 August 2017 Prevagen gets stupid Prevagen. The perfect example of brand masturbation. Brands try to speak directly to the emotions of prospective customers. Anything that gets in...
Advertising effectiveness needs a fresh look

Advertising effectiveness needs a fresh look

Losing Advertising Effectiveness Tom Dougherty, CEO – Stealing Share 17 January 2017 Advertising effectiveness needs a fresh look There is a drop in advertising effectiveness today. It’s getting harder and harder to advertise effectively. Not only are there few...
The Chevrolet campaign that creams my corn

The Chevrolet campaign that creams my corn

The Chevrolet campaign that creams my corn Tom Dougherty, CEO – Stealing Share 16 January 2017 Why? Because it’s all a big lie. The current ad campaign that drives me the battiest is the Chevrolet series, touting the awards they’ve all won. Especially...
Sponsoring the Today Show and others

Sponsoring the Today Show and others

The Today Show Tom Dougherty, CEO – Stealing Share 20 October 2016 Sponsoring the Today Show and others Advertisers have been scrambling for the last few years to find new channels to reach target audiences. People are cutting the cord, watching TV on streaming...
The massacre at the Pulse is too much to bear

The massacre at the Pulse is too much to bear

I’ve been beating myself up all day for having not written about the tragedy at the Orlando nightclub Pulse until now. But then, I haven’t really had the words needed to write about it until now either. My heart is broken. In the wake of this act of hatred (because it...
Affinity programs and why they fail.

Affinity programs and why they fail.

Affinity programs and why they fail. Brand Affinity programs and why they fail. Affinity Programs Rarely Create Affinity Almost all businesses from retailers to transportation companies have affinity programs designed to foster brand loyalty. Most work very poorly and...
Pep Boys. The End of Manny, Moe and Jack

Pep Boys. The End of Manny, Moe and Jack

Pep Boys. The End of Manny, Moe and Jack. Tom Dougherty, CEO – Stealing Share 27 October 2015 Bridgestone should keep The Pep Boys brand There was a time when The Pep Boys was on the minds of every 20-something that ever repaired his car or shopped for a new...
Rent.com, totally Legit not legit

Rent.com, totally Legit not legit

Rent.com, totally Legit not legit Tom Dougherty, CEO – Stealing Share 1 July 2015 Legit is not a brand position Rent.com has made its first foray into advertising with its “Totally Legit” campaign, which is obviously aimed at millennials as it focuses on J.B....
Top Branding Companies. Stealing Share is it.

Top Branding Companies. Stealing Share is it.

Top Brand Companies Top Branding Companies. Stealing Share is it. A list of the world’s top branding companies must always include Stealing Share It might seem like hubris to tell you that Stealing Share is one of the world’s top branding companies but we...
Recall Wins when Stealing Market Share

Recall Wins when Stealing Market Share

Recall vs Memory Recall is all that matters Stealing Market Share Testing Recall Win Recall is how we steal market share. Recall. The answer is interesting and telling in today’s competitive advertising and marketing climate. It can be paralleled in research on...
Consumer changes and the Changing Consumer

Consumer changes and the Changing Consumer

Consumer changes and the Changing Consumer  Consumer changes outlined in a nationwide research study of U.S. consumers — Resultant Research Introduction to Consumer changes It all seemed to happen in a blink, but the causes of the current economic downturn was years...