A company changes its name to RTW Retailwinds?

A company changes its name to RTW Retailwinds?

RTW Retailwinds Tom Dougherty, CEO – Stealing Share 14 November 2018 A company changes its name to RTW Retailwinds? The women’s apparel retailer, New York & Company, changes its name to RTW Retailwinds. And I think the new name sucks. Greg Scott, Chief...
The Schwinn brand needs to change its brand architecture

The Schwinn brand needs to change its brand architecture

Schwinn brand Tom Dougherty, CEO – Stealing Share 15 May 2018 The Schwinn brand needs to change its brand architecture This post on the Schwinn brand is written by Stealing Share brand strategist Mark Dougherty Many moons ago, I was a young boy in Hopewell, NJ....
CKE splits up two brands when it should just keep one

CKE splits up two brands when it should just keep one

CKE splits brands Tom Dougherty, CEO – Stealing Share 22 February 2018 CKE splits up two brands when it should just keep one CKE Restaurant Holdings is launching a Carl’s Jr only ad campaign, effectively splitting the Hardees and Carl’s Jr brands. For the past...
A mea culpa on Apple’s AirPods

A mea culpa on Apple’s AirPods

Apple’s AirPods Tom Dougherty, CEO – Stealing Share 10 January 2018 A mea culpa on Apple’s AirPods Every so often I might be wrong. Yeah, it’s true. I know. So let’s own up to a mistake. Last year, I rail on Apple’s AirPods and now I’m...
Who cares Coach is becoming Tapestry?

Who cares Coach is becoming Tapestry?

Coach becomes Tapestry Tom Dougherty, CEO – Stealing Share 18 October 2017 Who cares Coach is becoming Tapestry? Coach changing its name to Tapestry means nothing no matter what CEO Victor Luis says. He tells The New York Times that the iconic leather bag...
Theme line or Tag line? What’s the difference?

Theme line or Tag line? What’s the difference?

The Difference. Theme line or Tag line. Tom Dougherty, CEO – Stealing Share 23 March 2017 Theme line vs tag line A tag line is not a brand theme line Don’t confuse an advertising tag line with a brand theme line. They serve different purposes. A tag line is a...
Sears and Macy’s. Going Out of Business.

Sears and Macy’s. Going Out of Business.

Sears and Macy’s. Already dead. Sears and Macy’s. Going Out of Business. Are Sears and Macy’s in the throes of a death struggle? The problem with Sears and Macy’s won’t be solved with store consolidation, liquidation or closures. And the problem is...
Rebranding elements to grow market share

Rebranding elements to grow market share

The intricate rebranding elements Rebranding elements to grow market share Rebranding elements go far beyond just the logo and color palette, which are simply representations of the brand. The new brand identity needs to reside in everything you do, say or imply....
Home2 Suites by Hilton is the worst

Home2 Suites by Hilton is the worst

Can I say RAT Hole? Tom Dougherty, CEO – Stealing Share 5 October 2016 Home2 Suites by Hilton is the worst I am a Hilton Diamond member. This puts me into elite status as a customer of their brands. It also means I travel so much on business during the year that...
AB InBev as a parent brand for its beers

AB InBev as a parent brand for its beers

AB InBev as a parent brand for its beers Tom Dougherty, CEO – Stealing Share 28 September 2016 Should AB InBev invest in its name? AB InBev, the global brewery that owns many of the world’s most famous beer brands, has decided that it will keep that name even...
The wasted dollars of product naming

The wasted dollars of product naming

The wasted dollars of product naming Product naming – Stop the craziness Product naming is important. But brands should hold every part of their businesses to a high standard of eliminating wasteful spending. For example, few industries are worse at spending...
Political party brands today

Political party brands today

Political party brands today Tom Dougherty, CEO – Stealing Share 2 February 2016 The problem with the political party brands of today Brand reveals a great deal about those that embrace it. We know that the most powerful brands in the world are those that...