Breakfast cereal and the breakfast food market

Breakfast cereal and the breakfast food market

MARKET STUDY A market study on the breakfast cereal category An in-depth market study on the supermarket breakfast cereal and category A brief history of Breakfast Cereal Breakfast cereal, especially those loaded with sugar, are losing market share to a whole host of...
AI Marketing. Artificial Intelligence.

AI Marketing. Artificial Intelligence.

AI Marketing Tom Dougherty, CEO – Stealing Share 25 May 2017 AI Marketing. Artificial Intelligence everywhere. AI Marketing AI Marketing (Artificial Intelligence Marketing) might feel like a stretch. Brands are hesitant to believe AI can replace human thinking....
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...
Facebook Advertising. P&G Failure.

Facebook Advertising. P&G Failure.

Facebook Advertising. P&G Failure. Tom Dougherty, CEO – Stealing Share 11 August 2016 Facebook advertising needs to be more emotional I just read an interesting article in the Wall Street Journal about P&G (the largest advertiser on the globe) and...
Affinity programs and why they fail.

Affinity programs and why they fail.

Affinity programs and why they fail. 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 often...
Brand names and brand naming are important

Brand names and brand naming are important

The importance of naming Tom Dougherty, CEO – Stealing Share 10 April 2015 Brand names and brand naming are important  Brand names to increase preference Often as not, rebranding involves new brand names. This is because most existing brand names arise...
Doritos-flavored Mountain Dew. Really? No Shit?

Doritos-flavored Mountain Dew. Really? No Shit?

Doritos in your Dew Tom Dougherty, CEO – Stealing Share 11 November 2014 Doritos-flavored Mountain Dew. Really? No Shit?  Doritos flavored Mountain Dew. Yummy! Here’s an age old adage I am fond of: “Because you can, should you?” The phrase itself implies that...
Marketing products does not work. Today, we must market ideas.

Marketing products does not work. Today, we must market ideas.

Marketing Products? Tom Dougherty, CEO – Stealing Share 8 August 2014 Marketing products does not work. Today, we must market ideas. Think about this for just a moment. The way in which we go about marketing products has changed. Even just a decade ago, has...
The P&G branding model’s fallout

The P&G branding model’s fallout

The P&G branding model’s fallout Tom Dougherty, CEO – Stealing Share 4 August 2014 It’s a model that doesn’t work for everybody Proctor & Gamble, the nation’s largest consumer product company, is getting rid of a whopping 90 of its...
Packaged Goods Brand and Persuasion

Packaged Goods Brand and Persuasion

Persuasion in Packaged Goods Packaged Goods Brand and Persuasion Packaged Goods have a lot to teach us Identification, Notification, and Persuasion in Packaged Goods Know The Truth In the self-serving world of commercial advertising, the costs of advertising...
Marketing Colleges like they were packaged goods

Marketing Colleges like they were packaged goods

Just like packaged goods Marketing Colleges like they were packaged goods   Marketing Colleges. Are Product Margins Merely Margins of Error?  Marketing colleges. Packaged goods companies continue to fight for every drop of margin they can squeeze out of a crowded...
First Mover is Secondary. Smart wins.

First Mover is Secondary. Smart wins.

The First Mover Advantage Being First Mover is Secondary. Smart wins. Being First Mover in the market. Dispelling Myths “Being first mover in the market is most important — Being best ensures your success” No, being first only assures your brand of an entrance...