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...
Disney and 20th Century Fox: The hard truth about acquisitions

Disney and 20th Century Fox: The hard truth about acquisitions

20th Century Fox Disney and 20th Century Fox: The hard truth about acquisitions When Disney bought the studio 20th Century Fox, it proclaimed the strength and essence of the 20th Century Fox brand. The long-standing studio, with roots stemming from the introduction of...
Brands surprisingly respond to Black Lives Matter, sensing change

Brands surprisingly respond to Black Lives Matter, sensing change

Black Lives Matter By Tom Dougherty Brands surprisingly respond to Black Lives Matter, sensing change Few institutions are more wary of diving into the ocean of social issues than corporate America. So it was surprising and welcome that so many brands dove right into...
Medical device marketing and branding

Medical device marketing and branding

Medical device marketing and branding Medical device marketing: How to steal market share The medical device category is highly competitive and complicated for sure. But growing market share is a difficult task. It’s easier but by no means a given when you have a...
Looking critically at the Spotify brand

Looking critically at the Spotify brand

Looking critically at the Spotify brand Spotify is changing the way we listen to music The Spotify brand is an interesting case study on an emerging technology. At Stealing Share, we deeply appreciate companies seeking to be different and better than their...
Harrah’s Branding Study – Branding Entertainment

Harrah’s Branding Study – Branding Entertainment

Harrah's. Lessons Learned. Harrah’s Branding Study – Branding Entertainment We found this brand study on branding entertainment to be most informative. And, while it speaks mainly to the destination/tourism industry, the lessons can be applied to any...
Breaking The Rules: Blockbusters-No More Late Fees

Breaking The Rules: Blockbusters-No More Late Fees

The Blockbuster Mistake   Breaking The Rules: Blockbusters-No More Late Fees Breaking The Rules. Blockbusters makes a serious misstep with late fees No more late fees. The listing of the 10 rules for a brand promise is worth the read all by itself.   It explains...
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,...
Entertainment Branding. A New Concept.

Entertainment Branding. A New Concept.

Entertainment Branding By Tom Dougherty   Entertainment Branding. A New Concept. Entertainment Branding. Theaters battle for share of dollars Although this article about Entertainment Branding was written in 2007 (think of the technology innovations that have happened...
The Waning Equity of Video Game Branding

The Waning Equity of Video Game Branding

Game Consoles   The Waning Equity of Video Game Branding Video Game Branding and Game Station Branding The video game branding manufacturers have become inconsistent in their brand messaging and the result has led to rebranding efforts that have made them all...