Universities and the declining population

Universities and the declining population

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

The art of brand naming

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...
A case study in branding permission: Mucinex and Sickwear

A case study in branding permission: Mucinex and Sickwear

Branding Permission By Tom Dougherty A case study in branding permission: Mucinex and Sickwear Branding permission can be a strange thing. It may look like audiences give you the OK to move into another category. Based on your brand meaning. But it’s actually more...
The $100 Fat Tire beer? It’s right on brand.

The $100 Fat Tire beer? It’s right on brand.

Fat Tire Beer By Tom Dougherty The $100 Fat Tire beer? It’s right on brand. I often write about brand permission because most brands fail to understand it and, therefore, leave opportunities unclaimed. Not so with the $100 Fat Tire beer six pack. What, you say? Let me...
Best brand companies. Go ahead and pick one.

Best brand companies. Go ahead and pick one.

The Best Branding Companies By Tom Dougherty Best brand companies. How do you pick one? Google says you found us when searching for the best brand companies. How do you choose? What makes one brand company better than another? And who decides who are the best brand...
Department Store Rebranding: Mandatory

Department Store Rebranding: Mandatory

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...
Rebranding Financial Services

Rebranding Financial Services

Rebranding financial services By Tom Dougherty 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...
Think Kodak Failure. Think You Sell What You Make.

Think Kodak Failure. Think You Sell What You Make.

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,...
Market share experts. Opportunity.

Market share experts. Opportunity.

The value of market share experts By Tom Dougherty   Market share experts. Opportunity. Market Share Experts have a different skillset We are market share experts. With all of the uncertainty in the world economy, We wonder why a brand development firm like ourselves...
Taking Marketing Risks. No risk at all.

Taking Marketing Risks. No risk at all.

The Risks of Not Taking Risks By Tom Dougherty Taking Marketing Risks. No risk at all. Taking Marketing Risks When You Steal Share Taking marketing risks is how you win. What do you know? What don’t you know? Are things knowable? Until you fully understand the issues...
Market share responsibility. The CEO owns it.

Market share responsibility. The CEO owns it.

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,...
Bank Advertising. Should Banks Spend More Money?

Bank Advertising. Should Banks Spend More Money?

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...