The Stealing Share Branding Consultants

Our leadership team of branding consultants and strategists has a singular focus – to grow market share. With collective experience spanning a myriad of industries and countries, our branding consultants utilize their expertise to manage complex Stealing Share projects and dynamic teams.

Tom Dougherty one of the Branding Consultants and CEO of Stealing Share

Tom Dougherty, our founder and one of our most senior branding consultants, began his strategic marketing and branding career in Saudi Arabia working for the internationally acclaimed Saatchi & Saatchi. His brand manager at the time referred to Tom as an “instinctive marketing genius,” and Tom demonstrated his talents to clients such as Ariel detergent, Pampers and many other brands throughout the Middle East and Northern Africa.

After his time overseas, Tom returned to the US where he worked for brand agencies in New York, Philadelphia, and Washington, DC. He continued to prove himself as an one of the world’s exceptional brand consultants and strategic brand expert for global companies. Tom has led efforts for brands such as Hamilton Beach, Procter & Gamble, Kimberly Clark, Medtronic, Wright Medical, Fairmont Hotels, Coldwell Banker, Homewood Suites (of Hilton), Tetley Tea, Lexus, Santander (Sovereign)Bank, Freightliner, ProAssurance and McCormick to name a few.

He founded Stealing Share in 2001 and has been a hands-on leader and is one of the brand consultants for many of Stealing Share’s brand projects, ranging in industries as varied as medical devices, insurance, quick-service restaurants and many more. (Read his blog here)

Part of Tom’s brand expertise rests in a unique knowledge of human behavioral modeling. “When we buy product, we are buying ourselves,” he explains. Tom understands the importance of human behavior and thus demonstrates the ability to create brand identity that goes beyond marketing theory to change this behavior and create brand preference.

Tom’s passion for and dedication to the brand business has elevated him to the small list of global branding consultants that are asked to speak at conferences and serve as a source in the media. He has been quoted in The New York Times and CNN Money, as well as appearing on Fox Business.

He is also a regular contributor to Retail Wire, where he is a member of the BrainTrust team.

Tom regularly speaks at conferences 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

Mike Van Ausdeln, Senior Branding Strategist and one of the Branding Consultants at Stealing Share

Michael has more than 15 years of experience as one of our senior branding consultants and has developed a keen sense of how to investigate even the most complex market. He first developed that capacity for investigation and instinct as a reporter for the two-time Pulitzer Prize winning Anchorage Daily News for more than 12 years. Since then, his brand 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.

Since joining the branding consultants at Stealing Share, Mike has become a published columnist on financial branding and has developed brand strategy for national and international clients and specializes in banking, 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, and Biscuitville.

“Many brands represent time and money misspent,” says Van Ausdeln. “They are treated as a simple reflection of an internal culture instead of being used to create preference. Even worse, the brands are often shockingly familiar within the category. Developing a brand that’s a reflection of the customer and positioned against the competition is what will steal market share.”

You can email Mike at

Corbin Rusch, Senior Brand Strategist and one of the Sr. Branding Consultants at Stealing Share

Corbin has spent his career in a variety of positions that have enabled him to gain practical insight into the art of stealing share before joining the group of senior branding consultants at Stealing Share. He is a specialist in the finance, banking, healthcare and medical sectors where he is considered an expert. He had led teams in rebranding St. Jude Medical, Biomimetic, SECU, Medtronic, Wright Medical, and Genesis Healthcare.

“There are many ways to approach building meaningful brands, but ultimately brand is only valuable if it is to steal market share,” says Corbin. “Otherwise, you are wasting your money and time. Most markets are mature, meaning target audiences are finding ways to obtain those services through a variety of avenues. The task of branding consultants is to find what is most meaningful to the market so consumers will choose you, position you against the competition and make sure you can deliver the single-minded brand promise. Those who do that, win.”

Holding an MBA, Corbin is adept at cutting through the waste and finding what is most meaningful and important – and what prompts important change.

You can email Corbin at

JoAnne Cross, Market Research Director at Resultant Research and works with the branding consultants at Stealing Share

JoAnne has an innate knack for understanding what brand research is supposed to achieve. With a degree in Sociology, she is our research and one of our branding consultants with a focus on designing qualitative and quantitative research so that it uncovers what really drives brand identity: The belief systems that control purchasing behaviors so social and psychological forces can be used to create preference and works closely with the Stealing Share brand consultants.

“Research is more than just usage and attitudes,” she says. “While understanding those are important, it’s more valuable to approach market research from an anthropological point of view. You have to grasp what people believe in order 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 legend in the Resultant offices.

Her consumer insights and cunning ability to tease important facts out of detailed brand research makes JoAnne a cornerstone in our clients’ desire to steal market share. JoAnne’s no-nonsense approach and focus on detail has positioned her as a top research developer.

You can email Joanne at

Ran Jones, Director of Branding and Design and one of the Branding Consultants at Stealing Share

An award winning graphic designer, art director, writer, and creative director, Ran is one of those rare talents that started his career thinking visually but soon adopted those sensibilities 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.

“That’s the trap most brands get into,” says Ran. “They want a pretty picture or something humorous. It’s all just about capturing the eye or the ear. It’s also about rising above the noise with something that’s meaningful and has great power with target audiences.”

Ran has worked in New York, Philadelphia and Princeton, and also held senior and executive creative positions at some of the Mid-Atlantic’s most prominent advertising agencies and graphic design firms.

He created original brand identities and campaigns for such notables as WHYY (Philadelphia PBS Affiliate), Wright Medical, Biomimetic, Integra Life Sciences, Delaware Tourism, Janney Montgomery Scott, First Financial Bank, ProAssurance, St. Jude Medical and Sovereign Bank. He’s also created many memorable projects for Black & Decker, The Philadelphia Opera Company, DuPont Corian, Union Station Washington, DC and the Delaware Lottery. (see some of Ran’s work here).

He is a treasured member of the Stealing Share’s team of brand consultants and creatives because of his ability to turn strategies into brilliant creative executions.

You can email Ran at