Research Means Business.
There is a right way to conduct research to grow your market share and a wrong way. Unless you are asking the right questions, your research will fail.
Go Beyond Theory to Steal Share.
You must go beyond theory and identify the emotional drivers of your target audience and use tough-minded strategies and positioning to steal market share from the competition.
The Process Does Count.
Stealing Share has developed a unique process unlike any other brand company in the world that is designed with a single purpose, to steal market share.
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Barron's Lipper Quarterly - Procter & GamblePaging Mr. Whipple. Can Mutual funds be sold like toilet tissue or toothpaste?
BY J.R. BRANDSTRADER.
Picture, this: It's Father's Day and family and friends are gathered around the tube to watch the u.s. Open. Suddenly, Dad is tapping his feet to the Chambers Brothers, stars from a long, gone era of pop music. It's no flashback; Fidelity Investments is using the group's 30 year old "Time Has Come Today" tune to pitch mutual funds. on television.
Tom Dougherty, a branding consultant who cut. his advertising teeth on Procter & Gamble accounts, is now offering advice to SEI, a Philadelphia company that manages funds for banks. Dougherty, who's an CEO of Stealing Share, Inc., believes that people make choices based on who they think they are.
Thus, he asserts, funds that can tap into this self-identification will attract assets. Asked how a bond fund could possibly speak to anybody's psyche, Dougherty replies that, if branding can get people to care about a particular soap, it should be able to make them care about a particular bond fund.
