How a brand addresses a pacemaker recall

How a brand addresses a pacemaker recall

St Jude pacemaker recall Tom Dougherty, CEO – Stealing Share 31 August 2017 How a brand addresses a pacemaker recall Our experience in the medical device industry reaches across many of the top brands. Branding St. Jude Medical (now Abbott), working with...
The Fox News brand changes for the better?

The Fox News brand changes for the better?

Fox News brand Tom Dougherty, CEO – Stealing Share 19 June 2017 The Fox News brand changes for the better? What’s your opinion of the Fox News brand? I assume it depends on your political leaning. Those on the left believe the network is overly biased to the...
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...
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...
Duluth Trading Company. A brand for MEN.

Duluth Trading Company. A brand for MEN.

Duluth Trading Company. I’m in! Tom Dougherty, CEO – Stealing Share 13 April 2017 Duluth Trading Company. A man’s brand. Duluth Trading Company commercials rock! Duluth Trading Company understands its brand. It has few, if any peers, that get IT so...
Corporate Identity and an ugly misguided logo

Corporate Identity and an ugly misguided logo

Ugly logos mean an ugly brand. Who needs that? Corporate identity must agree with your brand Corporate identity and your logo Your corporate identity is all about your company and services. It creates space between your company and the competitors. When properly...
Theme line or Tag line? What’s the difference?

Theme line or Tag line? What’s the difference?

The Difference. Theme line or Tag line. Tom Dougherty, CEO – Stealing Share 23 March 2017 Theme line vs tag line A tag line is not a brand theme line Don’t confuse an advertising tag line with a brand theme line. They serve different purposes. A tag line is a...
Make America Great Again. Careful what you ask for.

Make America Great Again. Careful what you ask for.

Make America Great Again. Really? Tom Dougherty, CEO – Stealing Share 23 February 2017 Make America Great Again. Careful what you ask for. The lets’ Make America Great Again brand is a perfect example of a slogan. Not a brand. Slogans get repeated and brands are...
Global Branding Experts. How do you choose?

Global Branding Experts. How do you choose?

Branding in different cultures Global Branding Experts. How do you choose? Global Branding Experts Is there a difference between being global branding experts and developing unique brands in unique cultures? Global branding experts need more than just experience in...
How grocery chains can beat Walmart

How grocery chains can beat Walmart

How grocery chains can beat Walmart The key? Don’t copy Walmart The bad news for grocery chains is that they have become a cauldron of consolidation. The past few years have seen major grocery chains buying smaller competitors to forestall the Walmart takeover...
Selling insurance when people don’t want it

Selling insurance when people don’t want it

Selling insurance when people don’t want it People don’t like insurance companies, so what to do? Selling insurance has one of the single most difficult hurdles to overcome. How to convince audiences that they should buy something they believe they don’t...
The wasted dollars of product naming

The wasted dollars of product naming

The wasted dollars of product naming Stop the craziness Product naming is important. Brands should hold every business to a high standard of eliminating wasteful spending. For example, few industries are worse at spending money on foolish efforts than medical devices....