The tragedy of the Hardees brand

The tragedy of the Hardees brand

Hardees brand Tom Dougherty, CEO – Stealing Share 19 November 2018 The tragedy of the Hardees brand What has happened to the Hardees brand? A few weeks ago, I wrote that the new ad from Carls Jr (Hardees western US partner) was simply an amusement for those at...
Airbnb brand brings home to travel

Airbnb brand brings home to travel

Airbnb brand Tom Dougherty, CEO – Stealing Share 9 October 2018 Airbnb brand brings home to travel If there is one thing my family and I do a lot of, it’s travel. Frankly, the gang and I just can’t help it. It’s in our blood, er, well, maybe we’re just addicted...
Rachael Ray’s Nutrish brand obeys first rule of branding

Rachael Ray’s Nutrish brand obeys first rule of branding

Nutrish brand Tom Dougherty, CEO – Stealing Share 23 August 2018 Rachael Ray’s Nutrish brand obeys first rule of branding The first rule of effective branding is to reflect the customer, not yourself. Case in point, Rachael Ray’s Nutrish brand of dog food. Yes,...
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,...
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 There are many reasons brand directors and marketing executives consider repositioning brands. Certainly, acquiring additional brands...
Macy’s B8ta partnership demonstrates head firmly in sand

Macy’s B8ta partnership demonstrates head firmly in sand

Macy’s B8ta Tom Dougherty, CEO – Stealing Share 18 June 2018 Macy’s B8ta partnership demonstrates head firmly in sand I know I sound like a screaming banshee, but when are retailers going to wake the hell up? Take Macy’s, a retailer floundering so much...
Food Lion brand needs an overhaul, not an update

Food Lion brand needs an overhaul, not an update

Food Lion brand Tom Dougherty, CEO – Stealing Share 12 June 2018 Food Lion brand needs an overhaul, not an update Who doesn’t like a good deal? In my case, I fixate on eBay, deeming myself a winner with each auction. As such, I am now the proud owner of 20-plus...
IHOP name change a complete disaster

IHOP name change a complete disaster

IHOP name change Tom Dougherty, CEO – Stealing Share 11 June 2018 IHOP name change a complete disaster What?! Last week, I suggest IHOP go all the way and change its name to IHOB with the B standing for breakfast. Laying out what I consider a strong argument, it...
Vitaminwater brand inches further way from its power

Vitaminwater brand inches further way from its power

Vitaminwater brand Tom Dougherty, CEO – Stealing Share 26 April 2018 Vitaminwater brand inches further way from its power The Stealing Share process builds preference through precepts, the belief systems that drive behavior. Ever since Coca-Cola bought it 10...
Sheetz MTO process remains sloooooooow

Sheetz MTO process remains sloooooooow

Sheetz MTO Tom Dougherty, CEO – Stealing Share 19 April 2018 Sheetz MTO process remains sloooooooow I lay it on pretty thick in a post on Sheetz some years ago. For purposes here, I am rescinding a portion of my prior analysis, yet offer up a new critique. You...
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...
NASCAR brand escaping notice anymore

NASCAR brand escaping notice anymore

NASCAR brand Tom Dougherty, CEO – Stealing Share 26 March 2018 NASCAR brand escaping notice anymore So, did anyone notice yesterday’s Martinsville Cup snowed out? Probably not, because the NASCAR brand fails to attract much notice anymore. Especially when Duke...