Under Armour trips and falls

Under Armour trips and falls

Failing Under Armour Tom Dougherty, CEO – Stealing Share 2 November 2017 Under Armour sinks What happened to Under Armour? According to an article in the Washington Post everything is wrong. The paper likens it to a perfect storm. Retailer uncertainty just...
Rihanna’s Fenty Beauty poised for greatness

Rihanna’s Fenty Beauty poised for greatness

Fenty Beauty Tom Dougherty, CEO – Stealing Share 24 October 2017 Rihanna’s Fenty Beauty poised for greatness I am not pretending I know one solitary iota about makeup. What I know is that my wife spends a whole bunch of money on the stuff. She owns an...
Branding Positioning: Inside sandwich chains

Branding Positioning: Inside sandwich chains

Brand Positioning: Inside the sandwich chain brands Branding Positioning Think of branding positioning this way. In real estate, the most valuable property is often the one with the greatest distance away from its neighbors. The properties close together, with the...
How can Cam Newton be so stupid?

How can Cam Newton be so stupid?

Cam Newton Tom Dougherty, CEO – Stealing Share 5 October 2017 How can Cam Newton be so stupid? Checking my calendar. It is 2017, right? Not the 60s or something? Because I wonder after Cam Newton’s answer to a question from Charlotte Observer reporter Jourdan...
TD Ameritrade commercials miss the mark

TD Ameritrade commercials miss the mark

TD Ameritrade advertising Tom Dougherty, CEO – Stealing Share 7 September 2017 TD Ameritrade Commercials  The power in TV commercials can vary. Sometimes they look to inform. Often they look to amuse. Many times they hope to raise awareness. Hopefully, they all...
Blue Apron getting a lesson in the basics

Blue Apron getting a lesson in the basics

Blue Apron Tom Dougherty, CEO – Stealing Share 8 August 2017 Blue Apron getting a lesson in the basics A twinge of intrigue rumbles in my ever-impressionable gut when seeing advertising for Blue Apron. The art direction for the high-end meal kit plan (recipes...
Rebranding strategy is SOP. Not an exception.

Rebranding strategy is SOP. Not an exception.

Rebranding Strategy Development Rebranding Strategy Your Rebranding Strategy A new rebranding strategy is necessary when your brand is not as successful as planned. Now, that may sound stupid and simplistic but it’s the hard truth. Rebranding does not always involve a...
Motorola finds its aha moment…sort of

Motorola finds its aha moment…sort of

Motorola Tom Dougherty, CEO – Stealing Share 26 July 2017 Motorola finds its aha moment…sort of Well, golly gee. Someone’s actually thinking about a common mistake brands make: Putting the cart in front of the horse. Welcome to logic, Motorola. Motorola’s...
Will a new Staples CMO make a lick of difference?

Will a new Staples CMO make a lick of difference?

Staples Tom Dougherty, CEO – Stealing Share 30 May 2017 Will a new Staples CMO make a lick of difference? This is not an open letter to Michelle Bottomley, the newly hired Staples CMO. Those tend to be trite. But if there’s a time for Bottomley and the Staples...
Brand Blindness. Brand Loyalty. Persuasive.

Brand Blindness. Brand Loyalty. Persuasive.

Brand Blindnes is Brand Loyalty Tom Dougherty, CEO – Stealing Share 27 April 2017 Brand loyalty and brand blindness Did you know that brand loyalty is a form of brand blindness? Even though most of us believe we act rationally, self-identification is a form of...
Research mistakes. Avoid traps. Methodology.

Research mistakes. Avoid traps. Methodology.

Research mistakes are preventable Tom Dougherty, CEO – Stealing Share 25 April 2017 Research mistakes. No excuses. Making research mistakes is easier than ever. And these blunders can mangle and mislead brands. Especially brands that are looking for...
Ameriprise rebranding is on the right track

Ameriprise rebranding is on the right track

Ameriprise. Be Brilliant. Tom Dougherty, CEO – Stealing Share 20 April 2017 Ameriprise has a winning brand theme. In Financial Planning, Ameriprise has a brand The brand of Ameriprise stands out in a sea of financial planning companies. It’s not that it is the...