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...
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...
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...
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...
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: 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 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. 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...
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...
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 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...
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...
