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 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...
The Coca-Cola Brand By Tom Dougherty The Coca-Cola brand: Meaning dictating action The year 2020 has produced many challenges for brands, reacting to new trends. But really, they were trends that already existed but just became more intensive. Take the Coca-Cola...
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...
Social Issue Branding By Tom Dougherty Social issue branding is here to stay It wasn’t that long ago when company executives would say, “It’s all about the bottom line.” No more. Today’s social upheaval is changing the way executives think. A new study says a whopping...
COVID-19 Marketing By Tom Dougherty COVID-19 marketing enters a new phase: Disinfectant labeling Lost in the think pieces (including my own) of COVID-19 marketing lies something few of us considered. The effect of the virus on product development. Consider the...
Permanent changes in purchase choices By Tom Dougherty Permanent changes in purchase choices Marketers must adapt to customer changes. Mass changes in lifestyles sweep over purchasing behaviors. Some are permanent. Others transient. No doubt you have witnessed these...
Weight Watchers brand By Tom Dougherty The Weight Watchers brand opens up For any dietary plan to work, it must align with your mental wiring. That’s why I was so initially intrigued by the Noom diet, until its administrators bugged me to death. But at least it was...
Instacart By Tom Dougherty Instacart and table stakes: The brand will need more We’ve entered the time of the needy shopper. Or, on the flip-side, the time-hungry consumer. People exist in both of these domains, which is why Instacart fills a niche with many...
Girl Scout cookies By Tom Dougherty How much does a troop actually make from selling Girl Scout cookies? Did you hear some new Girl Scout cookies come with a feminist message? The new cookies are called “Lemon-Ups,” and are stamped with a feminist message like, “I am...
JC Penney branding By Tom Dougherty JC Penney branding ignored for yoga classes. So brilliant, right? Oh, the desperate things retailers will try to gain preference. In the latest example of ignoring the bigger problem, JC Penney is testing a store concept that...
Cafe du Monde coffee By Tom Dougherty Cafe Du Monde elicits an experience, what’s not to love? I woke up early this morning. Well, that’s a bit of an understatement. More like 3:30 in the morning early. Nonetheless, an early wake-up time provides me with a period when...
