The LeBron James brand is more than basketball

The LeBron James brand is more than basketball

LeBron James brand Tom Dougherty, CEO – Stealing Share 7 August 2018 The LeBron James brand is more than basketball It’s possible that when his time is up, the impact of the LeBron James brand off the basketball court will outweigh all he has accomplished on it....
Shenandoah National Park fills with magic and wonder

Shenandoah National Park fills with magic and wonder

Shenandoah National Park Tom Dougherty, CEO – Stealing Share 31 July 2018 Shenandoah National Park fills with magic and wonder This past weekend, nearly all of my immediate family broke away from the hubbub of our day-to-day lives for a camping trip in...
Facebook brand meaning stands for secret and inept

Facebook brand meaning stands for secret and inept

Facebook brand meaning Tom Dougherty, CEO – Stealing Share 30 July 2018 Facebook brand meaning stands for secret and inept The Facebook brand meaning is under siege. Its stock plummets 19% on Thursday, robbing it of $119 billion in market value. You might say,...
Prime Day remains the tops, despite glitches

Prime Day remains the tops, despite glitches

Prime Day Tom Dougherty, CEO – Stealing Share 17 July 2018 Prime Day remains the tops, despite glitches There are very few shopping events that get me excited. Let me rephrase that. There is only one shopping event that gets me excited — Amazon’s Prime Day. Even...
The Aflac duck and meaningless brand equities

The Aflac duck and meaningless brand equities

Aflac Tom Dougherty, CEO – Stealing Share 25 June 2018 The Aflac duck and meaningless brand equities Aflac Chief Brand & Communications Officer Catherine Hernandez-Blades tells reporters that the Aflac duck is here to stay after 18 years of service. Right...
Repositioning brands to steal share

Repositioning brands to steal share

Repositioning brands When repositioning brands makes sense Mergers and acquisitions demands repositioning brands to steal market share But, there are many other reasons brand directors and marketing executives consider repositioning brands. Certainly, acquiring...
Lego: The best toy brand with only one flaw

Lego: The best toy brand with only one flaw

Lego Tom Dougherty, CEO – Stealing Share 1 May 2018 Lego: The best toy brand with only one flaw I adore my grandkids. Perhaps it’s because I hand them back to their parents at the end of the night — you know, when they are cranky. And my job is done. As a...
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...
Bicycle cards owns the category – and me

Bicycle cards owns the category – and me

Bicycle cards Tom Dougherty, CEO – Stealing Share 22 March 2018 Bicycle cards owns the category – and me We all sport idiosyncrasies, and we should embrace them. I’m no different. I obsess over collecting obscure items, such as pocket watches. Yea, I have...
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...
Charging for replacement Apple batteries?

Charging for replacement Apple batteries?

Apple batteries Tom Dougherty, CEO – Stealing Share 2 January 2018 Charging for replacement Apple batteries? How often does Apple screw up? Enough to take a bit of the shine off its brand. Over the holidays, customers uncover Apple batteries being slowed down in...
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...