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TOM DOUGHERTY’S OPINIONS.

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...

ESPN layoffs next step to its doom?

ESPN layoffs next step to its doom? Tom Dougherty, CEO - Stealing Share 26 April 2017 ESPN layoffs demonstrate lack of vision The ESPN layoffs announced today came as no surprise. But it still hurts to see good people let go. The number of layoffs and length of tenure...

Research mistakes. Avoid traps. Methodology.

Research mistakes are preventable Tom Dougherty, CEO - Stealing Share 25 April 2017 Research mistakes. No excuses. Making research mistakes is easier than ever. And these blunders can mangle and mislead brands. Especially brands that are looking for opportunities to...

Can Mazda be truly different now?

Can Mazda be truly different now? Tom Dougherty, CEO - Stealing Share 24 April 2017 Automakers, including Mazda, are in a vicious cycle There’s no guarantee, of course. But change at Mazda promises a car manufacturer finally breaking out of the industry-wide slump....

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 best...

Facebook isn’t to blame for the Facebook Live killer

Facebook isn't to blame for the Facebook Live killer Tom Dougherty, CEO - Stealing Share 19 April 2017 Facebook Live was simply the venue, not the cause Few things have been more disturbing that the live feed of the Facebook Live killer in Cleveland. Something about...

The finale for Girls came six seasons too late

The finale for Girls came six seasons too late Tom Dougherty, CEO - Stealing Share 18 April 2017 Our long national nightmare is over: Girls Hate is a word I try not to use. But I hate the HBO series, Girls. Really, I shouldn’t use the word hate at all. But sometimes,...

How the Burger King Google ad went all to hell

How the Burger King Google ad went all to hell Tom Dougherty, CEO - Stealing Share 17 April 2017 The Burger King Google was a good idea. But it went all kablooey. Sometimes bad execution thwarts a great idea. The idea behind Burger King Google ad was fabulous. Turns...

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 clearly. And,the...

McDonald’s Slushie doesn’t fix McDonald’s brand

McDonald's has lost its moxie: The McDonald's Slushie Tom Dougherty, CEO - Stealing Share 12 April 2017 McDonald's Slushie doesn't fix McDonald's brand McDonald’s is testing a new beverage concept, the McDonald’s slushie. The new beverage will be tested in 5 markets...

The HBO brand kicks butt in new ad

The HBO brand kicks butt in new ad Tom Dougherty, CEO - Stealing Share 11 April 2017 It takes advantage of a brand equity The HBO brand is simply one of my favorites. For years, it offers a breath of series, documentaries and films that are worthy of my time. Like...

Amazon NFL games are just the first steps

Amazon NFL games are just the first steps Tom Dougherty, CEO - Stealing Share 10 April 2017 There is more to come from Twitter, Google and Facebook Another sure sign TV isn’t like it once was. Amazon is paying $50 million to air the NFL’s Thursday night package next...

Believable advertising and Ken Fisher

Believable Advertising Tom Dougherty, CEO - Stealing Share 6 April 2017 Believable advertising must be authentic What makes advertising believable? Cleverness? Phraseology? Polish? Believable advertising may have all those elements or it might just seem REAL. Look at...

Fox News, fire Bill O’Reilly – he damaged the brand

Fox News and Bill O'Reilly Tom Dougherty, CEO - Stealing Share 5 April 2017 Fox News, fire Bill O'Reilly - he damaged the brand When does a brand get fed up with a spokesperson? I’m thinking of this concerning the Bill O’Reilly sexual harassment claims. What does it...

Pepsi ad is offensive and embarrassing

Pepsi ad offensive and embarrassing Tom Dougherty, CEO - Stealing Share 5 April 2017 It considers serious issues from only Pepsi's point of view I saw the new Pepsi ad with Kendall Jenner. My first instinct was to dismiss it as just another failed attempt of...

Another winner for Amazon: Tumble Leaf

Another winner for Amazon: Tumble Leaf Tom Dougherty, CEO - Stealing Share 4 April 2017 The show makes me a better grandparent too It’s a funny thing. I always considered myself a good father. But, as a grandfather, I’d like to call myself a great one. Right now, a...

YouTube advertising becoming dangerous

YouTube advertising becoming dangerous Tom Dougherty, CEO - Stealing Share 3 April 2017 Brands risk being associated with questionable content Advertisers caught in the web of offensive online content are hoping Google fixes the problem. Pronto. Otherwise, those...

The lunacy of the North Carolina bathroom bill

The lunacy of the North Carolina bathroom bill Tom Dougherty, CEO - Stealing Share 30 March 2017 It was really just a political stunt Deadlines spur action. And that’s why a repeal of the North Carolina bathroom bill is on the docket for today’s state legislature....

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