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...
Retail Market Study. Redefining the category.

Retail Market Study. Redefining the category.

Retail Market Brand Study. A Failing Market. Retail Market Study “The retail market is in the throes of monumental change. Those who change will survive. Those holding onto outdated business models will die.” Retail market study. An in-depth look at retail...
Corporate Identity and an ugly misguided logo

Corporate Identity and an ugly misguided logo

Ugly logos mean an ugly brand. Who needs that? By Tom Dougherty   Corporate identity must agree with your brand Your corporate identity is all about your company and services. It creates space between your company and the competitors. When properly executed, it...
Global branding experts. How do you choose?

Global branding experts. How do you choose?

Branding in different cultures By Tom Dougherty   Global branding experts. How do you choose? Is there a difference between being global branding experts and developing unique brands in unique cultures? Global branding experts need more than just experience in your...
Best brand companies. Go ahead and pick one.

Best brand companies. Go ahead and pick one.

The Best Branding Companies By Tom Dougherty Best brand companies. How do you pick one? Google says you found us when searching for the best brand companies. How do you choose? What makes one brand company better than another? And who decides who are the best brand...
Office Supply Stores

Office Supply Stores

The Office Superstores Office Super Stores. Staples or Office Depot? Office Supply Stores – Who Wins? Staples, Office Depot or OfficeMax? it did not start out about office supply stores. My colleagues and I were recently discussing the lack of brand surrounding...
Taking Marketing Risks. No risk at all.

Taking Marketing Risks. No risk at all.

The Risks of Not Taking Risks By Tom Dougherty Taking Marketing Risks. No risk at all. Taking Marketing Risks When You Steal Share Taking marketing risks is how you win. What do you know? What don’t you know? Are things knowable? Until you fully understand the issues...
Rebranding ROI. CFO by the numbers.

Rebranding ROI. CFO by the numbers.

The ROI of Rebranding By Tom Dougherty Rebranding ROI. CFO by the numbers Rebranding ROI falls to the CFO. A CFO is usually tapped to be the catchall when it comes to corporate spending and finance. As the economy shrank, it was the job of the CFO to look for ways to...
Bank Advertising. Should Banks Spend More Money?

Bank Advertising. Should Banks Spend More Money?

Should They Spend More Money on Bank Advertising? By Tom Dougherty Banks are not totally made of money Bank advertising stinks. In the banking and financial services market space, when the ultimate goal is to steal the “all-important market share,” is awareness all it...
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 Best Retail Brand Of All

The Best Retail Brand Of All

The Best Retail Brand By Tom Dougherty The Best Retail Brand Of All Who has the best retail brand? Of all the retail stores and superstores in the US, who has the best brand of all? Which brand commands dominance over the competition and strikes fear into the heart of...