The Coca-Cola brand: Meaning dictating action

The Coca-Cola brand: Meaning dictating action

The Coca-Cola brand Tom Dougherty, CEO – Stealing Share 30 December 2020 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...
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...
Social issue branding is here to stay

Social issue branding is here to stay

Social issue branding Tom Dougherty, CEO – Stealing Share 21 September 2020 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...
COVID-19 marketing enters a new phase: Disinfectant labeling

COVID-19 marketing enters a new phase: Disinfectant labeling

COVID-19 marketing Tom Dougherty, CEO – Stealing Share 13 July 2020 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...
Where the Apple TV service goes from here

Where the Apple TV service goes from here

The Apple TV+ service Tom Dougherty, CEO – Stealing Share 21 May 2020 Where the Apple TV+ service goes from here In this time of quarantine, streaming TV is booming. More people are watching Netflix, Amazon Prime, Disney Plus and Hulu than ever before. But not...
Frekvens mixes the brand strengths of Teenage Engineering and IKEA

Frekvens mixes the brand strengths of Teenage Engineering and IKEA

Frekvens Tom Dougherty, CEO – Stealing Share 3 March 2020 Frekvens mixes the brand strengths of Teenage Engineering and IKEA I can’t remember a time when I was as jazzed about line of audio speakers (yes friends, you read that correctly, audio speakers) as I am...
The Weight Watchers brand opens up

The Weight Watchers brand opens up

Weight Watchers brand Tom Dougherty, CEO – Stealing Share 18 February 2020 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...
Instacart and table stakes: The brand will need more

Instacart and table stakes: The brand will need more

Instacart Tom Dougherty, CEO – Stealing Share 15 January 2020 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...
JC Penney branding ignored for yoga classes. So brilliant, right?

JC Penney branding ignored for yoga classes. So brilliant, right?

JC Penney branding Tom Dougherty, CEO – Stealing Share 6 November 2019 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...
Cafe Du Monde elicits an experience, what’s not to love?

Cafe Du Monde elicits an experience, what’s not to love?

Cafe du Monde coffee Tom Dougherty, CEO – Stealing Share 16 October 2019 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...
Permanent changes in purchase choices

Permanent changes in purchase choices

Permanent changes in purchase choices 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 changes. They seem...