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...
Will your brand survive 2022

Will your brand survive 2022

Will your brand survive 2022? By Tom Dougherty Will your brand survive 2022? Wow. What a year 2020 was.  2020 was an eye-opener. If your brand was lucky enough to get through the storm without damage, good for you. But don’t think for a moment that you are safe from...
Negative brand messaging

Negative brand messaging

Is negative brand messaging a mistake? By Tom Dougherty A negative brand message? Remember the brand name.   Negative ideas are more memorable. It’s that simple. A few years ago, Stealing Share launched a medical biologic brand. Biomimetic Therapeutics...
Sun-Tzu Marketing is the Art of Branding Strategy

Sun-Tzu Marketing is the Art of Branding Strategy

The Sun-Tzu as a Marketing Guru By Tom Dougherty Sun-Tzu Marketing is the Art of Branding Strategy Sun-Tzu Marketing Wisdom This is not the standard paper from Stealing Share. Rather, it is a quick look at some of the Sun-Tzu marketing wisdom that Stealing Share...
What is a comprehensive rebranding project?

What is a comprehensive rebranding project?

A comprehensive rebranding project By Tom Dougherty The complete comprehensive rebranding The most potent brands look, feel, and sound just like the target audience that the brand targets. It is part of brand anthropology (the scientific study of human interactions...
Rebranding of Victoria’s Secret

Rebranding of Victoria’s Secret

The rebranding of Victoria's Secret By Tom Dougherty What can we learn from the rebranding of Victoria’s Secret? I just finished an article on the rebranding of Victoria’s Secret in the New York Times. I wish them luck in the rebranding efforts. It was not that many...
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....