Cree LED lightbulbs have lost brand power

Cree LED lightbulbs have lost brand power

Cree’s Failure Cree LED lightbulbs have lost brand power Cree LED lightbulbs. An Example of surrendering initiative. For Stealing Share, Cree LED lightbulbs is in our backyard. I follow the company because it is great to see a local company innovate and win. I...
Why we don’t switch to alternative energy

Why we don’t switch to alternative energy

The choice of alternative energy Tom Dougherty, CEO – Stealing Share 19 September 2016 Why we don’t switch to alternative energy We like to think we live in a world of alternative energy. There’s solar power and many of us drive hybrid cars that use...
Branding utilities, energy companies

Branding utilities, energy companies

Branding utilities and energy companies Branding utilities that go beyond product benefits   When branding utilities, ask yourself this. Does the marketing strategy reflect the customers precepts? It had better. If your utility’s brand does not command...
Branding Energy and Utilities to grow

Branding Energy and Utilities to grow

MARKET STUDY Utility/Energy Market Study. Common Ground. “Building a brand that fosters market share growth means looking at the market differently. The brand definition is the values of the target audience rather than descriptions of your own business delivery...
Ferrellgas Marketing and Branding Case Study

Ferrellgas Marketing and Branding Case Study

Ferrellgas Marketing and Branding Case Study Ferrellgas Owns Blue Rhino Ferrellgas is a Fortune 1,000 company that provides propane to more than 1,000,000 customers nationwide. To many rural customers, Ferrellgas is a public utility. Its business is indicative of...

Petroleum retailers can create preference, but don’t know how

Many have thought one of the most difficult industries in which to successfully brand a company is in retail petroleum. Anymore, those retailers are called convenience stores but we know most of them by the petroleum producers, such as BP, Chevron, ExxonMobil and the...

As hard as it tries, BP’s rebranding efforts come up empty

There’s an expression I like to use from time to time, “You can’t polish a turd.” Not the most elegant of phrases, I know, but immensely true, nonetheless. And so it goes with BP’s valiant efforts to rebrand itself with a slew of commercials that promote tourism in...

Google invests in SolarCity, but will the public?

Google just committed to $280 million to SolarCity to finance its solar panel installations. Despite the perception that the brand of “solar” is still being about living “green,” SolarCity needs to understand the “solar” customer for adoption to catch on fully....

Deep water drilling? It all comes down to a battle of fears.

Brand is actually the science of persuasion. When we brand a product or company, Stealing Share infuses the brand promise with the values that matter most to the target audience the brand wishes to influence. We research the target audience to understand their...
Notes on Apple, Verizon and British Petroleum

Notes on Apple, Verizon and British Petroleum

Notes on Apple, Verizon and British Petroleum Tom Dougherty, CEO – Stealing Share 1 June 2010 The British Petroleum brand is destructing To catch up after the Memorial Day weekend, some thoughts on a few items that transpired over the last week: • Apple has now...