Successful brands leverage scarcity and exclusivity

Successful brands leverage scarcity and exclusivity

Successful brands Tom Dougherty, CEO – Stealing Share 2 December 2020 Successful brands leverage scarcity and exclusivity It’s a simple fact. Successful brands are the ones that are seemingly exclusive. As though you’re part of a club with only a few select...
Brand relaunching. Reposition for relevance

Brand relaunching. Reposition for relevance

Brand Relaunching Considerations Brand relaunching. How to win. Brand relaunching is an important part in repositioning a brand. And everyone knows that it is necessary to reposition a brand when its meaning has lost some of its relevance and luster. Markets decide...
Repositioning brands to steal share

Repositioning brands to steal share

Repositioning brands When repositioning brands makes sense Mergers, acquisitions and sudden marketing changes demand repositioning brands to steal market share There are many reasons brand directors and marketing executives consider repositioning brands. Certainly,...
Cree LED lightbulbs have lost brand power

Cree LED lightbulbs have lost brand power

Cree’s Failure Cree LED lightbulbs have lost brand power Cree LED lightbulbs. An Example of surrendering initiative. For Stealing Share, Cree LED lightbulbs is in our backyard. I follow the company because it is great to see a local company innovate and win. I...
Department Store Rebranding: Mandatory

Department Store Rebranding: Mandatory

A Rebranding Strategy for Department Stores Department Store Rebranding: Mandatory Why talk about department store rebranding? Because the department store market and the retail industry needs a complete reset (read a detailed market study of the entire retail...
What bank leaders can learn from Wells Fargo

What bank leaders can learn from Wells Fargo

Wells Fargo What bank leaders can learn from Wells Fargo The Wells Fargo cross-selling scandal will affect more than just it and its customers. The scandal will affect the entire banking industry, which means banking leaders must be beware of simmering anger with...
Office Depot, Staples merger and new CEOs

Office Depot, Staples merger and new CEOs

Office Depot, Staples merger and new CEOs What the new CEOs should do Changes are afoot among the office supply chains with both Office Depot and Staples looking for new CEOs. This comes on the heels of the expected Office Depot Staples merger between the two...
Brand relaunch. Important elements.

Brand relaunch. Important elements.

Elements of a Brand Relaunch Brand relaunch. Important elements. When it’s evident your brand is underperforming, then it may be time for a brand relaunch. Even if your business thrives, the metric of comparing growth to a competitor’s success might...
Brand Positioning to win more market share

Brand Positioning to win more market share

Brand Positioning Brand Positioning to win more market share Positioning has become an unpleasant and overused description in recent years and it’s no wonder why. Brand positioning is largely misunderstood – often confused with corporate identity or are thought...
Emotional Intensity. Great Advertising.

Emotional Intensity. Great Advertising.

Emotional Intensity Emotional Intensity. Great Advertising. Emotional Intensity=Great Advertising  By Tom Dougherty From MARKETING NEWS Every company that uses advertising in its marketing mix agrees that advertising must be noticed and it must compel consumers to...
eToys Failure. What went wrong?

eToys Failure. What went wrong?

The failure of eToys eToys Failure. What went wrong? eToys failure. The Loss of a Great Brand eToys failure is From Fairchilds Brand Marketing Many years ago I was compelled to run out and purchase a CD from a Hawaiian folk singer names Israel Kamakawiwo’ole after...
Rebranding Financial Services

Rebranding Financial Services

Branding financial services How Rebranding Financial Services Can Steal Share Even when rebranding financial services, many of those organizations believe that their fortunes mirror the success or failure of the stock market. That is, if the stock market is down,...