Know your brand’s business

Know your brand’s business

Why it is essential to know your brand's business By Tom Dougherty Three warning signs of confusing the business of your business with the brand’s business. And why it is essential to know your brand’s business. My wife and I just returned from a hiking...
Wheaties— Breakfast of Champions

Wheaties— Breakfast of Champions

You are what you eat By Tom Dougherty Success always leaves clues. You find the winning formula for success in Wheaties Cereal. It’s never been a “candy” cereal marketed by a singular spokes figure (like Cap’n Crunch or Snap, Crackle, and Pop). Wheaties sold its...
Forget being woke in marketing. Be Authentic.

Forget being woke in marketing. Be Authentic.

Woke marketing is not gender neutral By Tom Dougherty Gender Neutral. Woke up.  The best marketing never feels like it’s marketing. It feels natural, direct, genuine. We polish the worst marketing with political correctness and ambiguous woke phrases. I am a branding...
Permanent changes in purchase choices

Permanent changes in purchase choices

Permanent changes in purchase choices By Tom Dougherty Permanent changes in purchase choices Marketers must adapt to customer changes. Mass changes in lifestyles sweep over purchasing behaviors. Some are permanent. Others transient. No doubt you have witnessed these...
Marketing during crisis, such as the coronavirus

Marketing during crisis, such as the coronavirus

Guidelines for marketing during crisis like the coronavirus By Tom Dougherty Marketing During Crisis and The Human Model | Motivators | Desire | Familiarity | Leadership | Affirmation | Scope | Comfort | Change | Community | Summary Marketing during crisis....
Think Kodak Failure. Think You Sell What You Make.

Think Kodak Failure. Think You Sell What You Make.

The Demise of Kodak   Think Kodak Failure. Think You Sell What You Make. The Kodak failure should make us all take a breath. When you make a list of the world’s strongest brands, a few names surface quite regularly. Coca-Cola, Starbucks, Apple, Sony, Disney,...