Stealing Share Leadership
Stealing Share’s Experts
Our branding consultants and strategists don’t have any bullshit in them.
They are experienced and have no time to waste.
Here are some short bios on them. But, they work at Stealing Share and that says more about them than any resume.
It says they are aggressive and focused. And it says they get right to the point. Cutting through all the political crap and personal idiosyncrasies that are in the way of change and winning.
Tom Dougherty, CEO, Senior Strategist
Tom Dougherty, founder and our most senior of branding consultants. He started his career in Saudi Arabia working for Saatchi & Saatchi International. His manager at the time referred to Tom as an “instinctive marketing genius,” and Tom demonstrated that. He worked on Saudi American Bank, Ariel Detergent, Ulay, Pampers, Mr. Proper, Vicks, Toyota, and many other P&G brands throughout the Middle East and Northern Africa.
Tom returned to the US where he worked for brand agencies in New York, North Carolina, Washington DC and was President of the largest agency in Philadelphia.
One of the world’s top brand consultants and strategic brand experts for global companies, Tom launched Stealing Share in 2001.
He has developed brands for Hamilton Beach, Procter & Gamble, Kimberly Clark, Medtronic, ST Jude Medical, Wright Medical, Fairmont Hotels, Coldwell Banker, Homewood Suites (of Hilton), Tetley Tea, Lexus, Santander, Freightliner, ProAssurance, American Fidelity, Fat Tire, and McCormick to name a few.
Tom leads or brand consultants and still leads many of our brand projects, He is not a figure-head. We have no room for any. (Read his blog here)
”Candor saves everyone a lot of time”
Human Behavior Modeling
Tom invented human behavioral modeling. “When we buy product, we are buying ourselves,” he explains. Tom understands the importance of human behavior in branding. That bent gives birth to the ability to create brand identity going beyond marketing theory to change behavior and create brand preference.
Tom’s passion for the rebranding business places him at the top of an elite list of top global branding consultants. As a result, he speaks at global conferences and serves as a outspoken and often controversial source in the media.
Tom is quoted in The New York Times and CNN Money, The Washington Post, Chicago Tribune, Marketing News, The Denver Post, Brandweek, Forbes, as well as appearing on Fox Business.
As an expert in human behavior he is a regular contributor to Retail Wire and is counted as a retail expert in their BrainTrust.
Tom regularly speaks as a keynote and break-out speaker. He also conducts client-sponsored seminars and lectures on a variety of topics. To find out more on Tom’s speaking engagements, topics and experience, click here.
You can email Tom at email@example.com.
Mike Van Ausdeln, Senior Brand Strategist
Mike is our resident skeptic. He has almost two decades of experience as one of our senior branding consultants.
He has a sharp sense of investigation in the most complex markets. And, Mike first developed that capacity for investigation as a reporter for a two-time Pulitzer Prize Winning Newspaper where he was a reporter more than a dozen years.
Since then, his branding experience has taken him from the largest advertising and public relations firm in Alaska to serving as a communications expert for agribusiness giant Syngenta Crop Protection.
”Cut through all the crap and find the core beliefs”
A senior member of the branding consultants at Stealing Share, Mike is a published columnist. An expert on financial branding, QSR, B2B and retail and has developed brand strategy for national and international clients.
He specializes in banking, hospitals, fast food restaurants, investments, credit unions, petroleum, tourism, telecommunications, transportation, beverages, retail, pharmaceuticals, finance and insurance. He has led efforts in rebranding ProAssurance, Medtronic, Integra LifeSciences, GlenGuard, Biscuitville, Hamilton Beach, and Pinehurst plus many others.
“Brands waste a lot of time and money,” says Van Ausdeln. “They get caught up in internal culture instead of focusing on preference.”
Mike has a knack for cutting through the crap which is why he found a permanent home here.
You can email Mike at firstname.lastname@example.org.
Corbin Rusch, Senior Brand Strategist
Corbin has held positions in many industries that have enabled him to gain practical experience into stealing market share. Before joining the group of senior branding consultants at Stealing Share he was a corporate strategist and respected writer..
He is a specialist in the finance, beer, packaged goods, banking, consumer products, healthcare and medical sectors where he is considered THE expert.
“Details ARE part of the big picture”
Corbin had led global teams in the rebranding of St. Jude Medical, Biomimetic, SECU, Medtronic, Wright Medical, American Fidelity, and Genesis Healthcare. Corbin’s specialty is in simplifying complex brands. He is a quick study.
“There are many ways to approach building brands, but most of them are DEAD wrong,” says Corbin.
“You are wasting your money and time. Markets are mature. And, target audiences are finding ways to get those products and services through lots of venues.
The task of branding consultants is to cut through that horseshit and find what is meaningful to the market. So, consumers choose you. Position your brand AGAINST the competition and make sure you can deliver the single-minded brand promise. Those who do that, win.”
Corbin does everything in his own way. Strategy is the root of all his activities. It makes him a leader in his community and large extended family. The go-to-guy who solves problems.
Holding an MBA, Corbin doesn’t intimidate or suffer fools easily. Believe it or not, he is also nicer than the rest of us.
You can email Corbin at email@example.com.
JoAnne Cross, President Resultant Research
JoAnne’s knack for understanding what brand research can achieve changes everything. It set our world upside down.
With a degree in Sociology, she is our research head and also one of our branding consultants. As a brand anthropologist, she focuses on designing qualitative and quantitative research so that it uncovers what drives brand preference.
She focuses our research on flaying the belief systems that control purchasing behaviors. So, social and psychological forces can be used to create preference. JoAnne works closely with the Stealing Share brand consultants and all the creative staff.
Once a brand finds opportunity in the research, JoAnne makes sure it is reflected in everything Stealing Share does. She holds everyone’s feet to the fire.
“Research is more than just usage and attitudes,” she says. “Those are important. But, it’s more valuable to approach market research from an anthropological point of view. You have to grasp what people believe to change behavior.”
JoAnne brings her share of careful, innovative thinking and energy to Stealing Share and Resultant. And, is our resident expert in market segmentation.
Her attention to detail had made her a leader in the Stealing Share and Resultant offices. Her opinions are always based on projectable data.
As a result, her consumer insights and ability to tease important facts out of detailed brand research makes JoAnne Stealing Share’s cornerstone. Her no-nonsense approach and focus on detail has positioned her as a top global researcher.
She thinks she is nicer than Corbin but we all know differently. We are all afraid of her.
You can email Joanne at Joanne.Cross@resultantresearch.com.
Randall Jones, Executive Creative Director
An award winning graphic designer, art director, writer, and creative director,
Ran has impeccable taste. Not only is he smart, He is one of those rare talents that started his career thinking visually and fused that to thinking strategically.
It is rare to find a creative director that is also a branding consultant. But at Stealing Share, branding is what we are all about. Can’t work here if you don’t get it.
“Make them feel they are missing out without you.”
“That’s the trap for brands,” says Ran. “They want a pretty picture or something funny.They think brand is corporate identity or an ad campaign. Foolishly believing it’s just about capturing the eye or the ear. But, it’s about rising above the noise. Having something that’s meaningful and has great power with target audiences.”
When something is great, we hear Ran say “it’s desperate.” We live for those moments.
Ran has worked in New York, Philadelphia and Princeton, and held senior and executive creative positions at some of the most prominent branding, advertising agencies and world class graphic design firms. Stealing Share has had him since the beginning. Ran and Tom worked together when they were both in Philadelphia. Their collaboration now goes back almost 30 years.
He created original brands and strategic campaigns for such notables as WHYY (Philadelphia PBS Affiliate), Wright Medical, Genesis, PowerPack, Biomimetic, Integra Life Sciences, Delaware Tourism, Janney Montgomery Scott, First Financial Bank, ProAssurance, St. Jude Medical and Sovereign Bank. He’s also created brand work for Black & Decker, The Philadelphia Opera Company, DuPont, Union Station Washington, DC and the Delaware Lottery. (see some of Ran’s work here).
He is a member of the Stealing Share’s team of brand consultants and runs all of our creatives. He has the final word on ALL creative executions.
Randall Jones is the best in the world because he turns strategies into brilliant creative.
Don’t let his dignified, soft spoken and quiet demeanor fool you. Ran Jones is fierce.
You can email Ran at firstname.lastname@example.org.
The Difference. Theme line or Tag line. Tom Dougherty, CEO - Stealing Share 23 March 2017 Theme line vs tag line A tag line is not a brand theme line Don’t confuse an advertising tag line with a brand theme line. They serve different purposes. A tag line is a catch...
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I'll just stick to the original Doritos, thank you Tom Dougherty, CEO - Stealing Share 21 March 2017 I mean, what are Tapatio flavored Doritos anyway? Doritos is the snack food that does me in. And that’s saying a lot, because I am not a snack food kind of guy. I can...