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...
Spectrum is new, but means zilch

Spectrum is new, but means zilch

Spectrum is new, but means zilch Tom Dougherty, CEO – Stealing Share 29 March 2017 Spectrum just looks like any other cable network What does Spectrum mean? The dictionary says, “a band of colors.” The new cable system, a merger of three networks, means zilch....
Introducing American Outdoor Brands?

Introducing American Outdoor Brands?

Introducing American Outdoor Brands? Tom Dougherty, CEO – Stealing Share 10 November 2016 How does American Outdoor Brands even help? Yet another iconic brand is changing its name. Smith & Wesson Holding Corporation, the parent company of the like-named gun...
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....
Should anyone sponsor the Denver Broncos?

Should anyone sponsor the Denver Broncos?

Brand Sponsorship. Broncos. Tom Dougherty, CEO – Stealing Share 8 August 2016 Should anyone sponsor the Denver Broncos?  When Sports Authority closed its doors due to bankruptcy, that left the defending Super Bowl champion Denver Broncos in a dilemma. What...
Denali. What’s in a name? Apparently everything.

Denali. What’s in a name? Apparently everything.

Denali. Denali. Denali. Its always Denali Tom Dougherty, CEO – Stealing Share 29 November 2016 Denali. What’s in a name? Apparently everything. Denali by any other name would still be as cold On the eve of President Obama’s visit to Alaska, it was...
What to call the college football playoff championship game

What to call the college football playoff championship game

What to call the college football playoff championship game Tom Dougherty, CEO – Stealing Share 12 January 2015 The Punch Bowl?! This is all you need to know why branding companies often get a bad name. On NPR’s Marketplace this morning, the reporter asked a...
Changing brand names. Not too often.

Changing brand names. Not too often.

Changing Brand Names Few Need A Brand Name Change Brand is important even when changing brand names. Changing brand names is  rare occurrence. If your goal to grow your market share. And, if your category is relatively mature, then re-evaluating your brand is as...
Considering a brand name change

Considering a brand name change

Considering a brand name change A brand name change alone is not rebranding   It bears repeating. A brand name change does not change a brand by itself. Unfortunately, there are a great many organizations and consultants who believe otherwise. They believe a brand...
Dumb business moments of the year? Not so with Chevrolet brand.

Dumb business moments of the year? Not so with Chevrolet brand.

Dumb business moments of the year? Not so with Chevrolet brand. Tom Dougherty, CEO – Stealing Share 27 December 2010 This dumb moment was actually the right move It was with a mix of amusement and agreement to see one of the many year-end lists you see this time...