Articles about marketing and branding

Marketing Articles and white papers on brand development
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Stealing Share publishes hundreds of marketing articles and white papers each year that appear in leading industry publications, and online. Our resources and ideas are referenced worldwide for their expertise and insight. Got a subject or industry you’re interested in? Use the search button below.

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  • What bank leaders can learn from Wells Fargo The Wells Fargo cross-selling scandal will affect more than just it and its customers. The scandal will affect the entire banking industry, which means banking leaders must be beware of simmering anger with banks and know what to do going forward. There ... Read more...
  • Logistics – Parcel delivery market study Logistics particularly as it relates to the consumer delivery business is a two horse race. FedEx and UPS have long duked it out, in effect, having a duopoly over an entire category. One might argue that the US Postal Service ... Read more...
  • Population health is an opportunity Population health is a top concern, but it represents an opportunity The Affordable Care Act has affected everything for hospitals, including the struggle to be financially successful. Notably, however, it prompted the switch from a fee-for-service reimbursement model to a pay-for-performance one ... Read more...
  • Selling insurance when people don’t want it Selling insurance has one of the single most difficult hurdles to overcome. How to convince audiences that they should buy something they believe they don’t need. Selling insurance isn’t like selling something people want. Consumers want iPhones and a nice-looking car. They ... Read more...
  • The wasted dollars of product naming 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. Pick up any corporate brochure from a medical device manufacturer and here’s what ... Read more...
  • Office Depot, Staples and new CEOs What the future CEOs of Office Depot and Staples should know Changes are afoot among the office supply chains with both Office Depot and Staples looking for new CEOs. This comes on the heels of the expected merger between the two ... Read more...
  • The new Truth anti-smoking ad fails. The new Truth anti-smoking ad has taken a new approach to curbing teen smoking. It represents a move from the grotesque ads of removing skin and teeth to talking about the salary differences between smokers and non-smokers. I find the ... Read more...
  • Insurance branding to create preference The purpose of insurance branding. Any process of insurance branding includes questions about creating preference. How do we gain preference for our products when, basically, they are identical to that of the competition? How can we convince target audiences to buy insurance ... Read more...
  • The fallacy of today’s marketing messages Today’s marketing messages take on many forms – better, safer, longer lasting, friendlier or cheaper. Or it can take on the form of more as in more value or the most legroom in economy class or even as best as ... Read more...
  • Marketing Major Appliances – A Market Study Introduction Step into a Home Depot, hhgregg or any of the other big-box stores and you can see just how much space is devoted to selling and marketing major appliances. Lowes and Home Depot now account for the lion’s share of ... Read more...