Brand loyalty: Grape Nuts, Burger King By Tom Dougherty Brand loyalty: Grape Nuts, Burger King You’d have trouble finding two brands as dissimilar as Grape Nuts and Burger King. But both serve as interesting test cases in brand loyalty. Post announced that Grape-Nuts...
Successful Brands By Tom Dougherty 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 members. A kind of scarcity exists. As...
A look at the current state of the NFL NFL Issues: What’s the future look like? All sports leagues should have these problems. While the NFL issues range from protests to falling ratings to concerns over concussions, the league still remains the most popular sports...
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...
Department Store Rebranding By Tom Dougherty 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...
Population Health Population health is an opportunity The Affordable Care Act has affected everything for hospitals, including the struggle to be financially successful. Notably, however, it prompted the switch from a fee-for-service reimbursement model to a...
Brand Effectiveness Updating a brand. What if you find your brand’s meaning slipping away? Or you believe your brand is not important or fresh as it once was? You should think about updating your brand. You should call us and request a brand audit. Updating a brand is...
Creating a brand strategy to steal share Creating a brand strategy to win Creating a brand strategy is the foundation of everything we do. Our ability to build powerful, market share-expanding brands depends largely upon where we think brands live. We explore...
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, Microsoft,...
The CEO's Job Market share responsibility. The CEO owns it. Market share responsibility. Who owns it? Advertising alone won’t provide you with the fuel to succeed in the globally competitive marketplace. Don’t misunderstand, a great ad campaign can provide a quick,...
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...
Brand Effectiveness By Tom Dougherty Effective branding. Stop wasting cash. So, at last, you have a great brand. You worked hard with your branding agency, and they have developed a great brand that is sure to get you competitive advantage, and promises increasing...
