Change ad agencies. Fix your brand.

Change ad agencies. Fix your brand.

Changing Ad Agencies Change Your Ad Agency or Fix Your Brand A powerful brand strategy influences everything that the brand touches. That’s why, if you’re caught in an ad agency carousel, you need to fix your brand. A brand strategy provides focus, clarity...
Rebranding your business

Rebranding your business

Rebranding do's and don'ts for marketers Rebranding your business Rebranding your business is an effort that shouldn’t be taken lightly. That’s why, when the decision to rebrand is made, it should be completed with honesty and no holding back. No sacred cows and no...
Bank branding. Problems ahead. Important market study.

Bank branding. Problems ahead. Important market study.

Bank branding. A market study. BANK BRANDING MARKET STUDY “These tough times are an opportunity for any bank that can get out of their own way and is willing to change. Soon, it won’t matter if banks are willing. Change is coming.” A fresh look at bank...
Understanding Market Maturity

Understanding Market Maturity

Understanding Market Maturity By Tom Dougherty Understanding Market Maturity  Understanding Market Maturity. It May Be A Hidden Mature Market Think about market maturity. The TV set market would seem to be the last market to be described as immature. After all,...
BlackBerry Failed. Marketing lessons to be learned.

BlackBerry Failed. Marketing lessons to be learned.

The Failure of BlackBerry By Tom Dougherty BlackBerry Failed. Marketing lessons to be learned.   The world truly changed in 1999. We saw Europe introduce the Euro. Then, the tragedy at Columbine, the world was dealing with Kosovo and SpongeBob SquarePants...
New positioning for universities post Covid-19

New positioning for universities post Covid-19

Universities Post COVID-19 By Tom Dougherty New positioning for universities post Covid-19 Higher education is upside down. What was a given just five months ago is no longer certain. Universities post COVID-19 are facing disruption in the business of teaching. The...
Permanent changes in purchase choices

Permanent changes in purchase choices

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...
The offerings of NBCU’s Peacock are anything but simple

The offerings of NBCU’s Peacock are anything but simple

NBCU’s Peacock By Tom Dougherty The offerings of NBCU’s Peacock are anything but simple In the world of streaming TV, simplicity pays. Netflix and Disney+ know this, but others – including the recently unveiled Peacock from NBCUniversal – haven’t figured that...
Disney+ succeeds because of its brand power

Disney+ succeeds because of its brand power

Disney+ By Tom Dougherty Disney+ succeeds because of its brand power Firstly, a declaration: Disney+ rocks. But I’ll get back to that in a second. Over the years, our television habits have changed. We are migrating our way from live content to streaming service apps....
What the new Charles Schwab brand needs now

What the new Charles Schwab brand needs now

The Charles Schwab brand By Tom Dougherty What the new Charles Schwab brand needs now We’ve said it before. But we live in a new world where the customer is in charge, not the brand. The most recent example? The proposed merger between the Charles Schwab brand and TD...
Why don’t retailing brands get it?

Why don’t retailing brands get it?

Retailing brands By Tom Dougherty Why don’t retailing brands get it? Do retailing brands understand why Amazon’s eating their lunches? Because sometimes I wonder, with all the ways they are hoping to attract customers as the holiday shopping season officially...