Universities and the declining population

Universities and the declining population

Colleges and universities and a declining population By Tom Dougherty Universities and the declining population There are many pressures on colleges and universities today. But for universities, the declining population is a more significant threat than all the...
The art of brand naming

The art of brand naming

The art of brand naming By Tom Dougherty Why worry about the art of brand naming? Is there an art of brand naming? I don’t think it is an art so much as a process. But, right from the start, choosing a brand name is not as crucial as most branding experts will leave...
The secret to social media

The secret to social media

The secret to social media By Tom Dougherty The secret to social media is essential, and so is the story Is there a secret to social media? I’m sure there is, but I’m not confident it is a well-kept secret. And the reason is straightforward— ignorance....
Rebranding your business

Rebranding your business

Rebranding do's and don'ts for marketers Rebranding your business Rebranding your business is an effort that shouldn’t be taken lightly. That’s why, when the decision to rebrand is made, it should be completed with honesty and no holding back. No sacred cows and no...
The top 4 reasons to rebrand – quick checklist

The top 4 reasons to rebrand – quick checklist

The top 4 reasons to rebrand The top 4 reasons to rebrand – or why you’re losing If we’re being bluntly honest, most companies have many reasons to rebrand. That’s because most brands simply don’t take advantage of the opportunities staring right at them. Most brands...
Grocery market strategies to grow market share

Grocery market strategies to grow market share

Today's Grocery Market By Tom Dougherty Grocery market strategies to grow market share The grocery market has come a long way since its early days. The first stores were really social interactions, as strange as that might sound. Customers simply made a list of things...
COVID-19 advertising: What works and what doesn’t

COVID-19 advertising: What works and what doesn’t

COVID-19 Advertising: Nothing’s changed COVID-19 advertising: What works and what doesn’t The question many marketers are asking themselves during this time is this: What tone should we adopt in our COVID-19 advertising? Should it be soft and warm? Comforting...
A Sears rebranding leading to the chain’s eventual death

A Sears rebranding leading to the chain’s eventual death

Sears rebranding: Now the chain can die A Sears rebranding leading to the chain’s eventual death The Sears brand will finally die. Finally. Just seven months after a Sears rebranding revealed a new logo and brand positioning, the once proud retailer stands on the...
Why does marketing success come so slowly?

Why does marketing success come so slowly?

Why does marketing success come so slowly? By Tom Dougherty   Why does marketing success come so slowly? Despite your best efforts, your marketing success moves in slow motion. Advertising seems less effective— even on the face of better targeting. Sure, a...
How insurance marketing can steal market share

How insurance marketing can steal market share

Insurance marketing How insurance marketing can steal market share Insurance marketing presents a case study in aged thinking with the primary motivator remaining the unique selling proposition. Or the primary goal is simply awareness. Everywhere you look you see...
Creative Execution

Creative Execution

    HOW TO STEAL MARKET SHARE WITH CREATIVE EXECUTION   BEGIN WITH PROJECTABLE, DEEP-SEATED BEHAVIORAL RESEARCH  DEVELOP A BRAND STRATEGY BASED ON CUSTOMER BUYING TRIGGERS  REFLECT THE BRAND STRATEGY IN EVERY CUSTOMER TOUCHPOINT  FOLLOW STEALING SHARE’S CREATIVE...