MicroFreak, a case study in what really creates preference

MicroFreak, a case study in what really creates preference

MicroFreak By Tom Dougherty MicroFreak, a case study in what really creates preference Sometimes, you can find marketers who understand how to build brand preference in the most surprising places. It’s not just Apple and Nike doing God’s work. It can also be someone...
What does Facebook News have brand permission to do?

What does Facebook News have brand permission to do?

Facebook News By Tom Dougherty What does Facebook News have brand permission to do? Brand permission means what the brand has permission to do, judged by how it’s perceived and what it promises. Therefore, what are we to make of the upcoming Facebook News service?...
NFL Issues: What’s the future look like?

NFL Issues: What’s the future look like?

A look at the current state of the NFL NFL Issues: What’s the future look like? All sports leagues should have these problems. While the NFL issues range from protests to falling ratings to concerns over concussions, the league still remains the most popular sports...
Branding Positioning: Inside sandwich chains

Branding Positioning: Inside sandwich chains

Brand Positioning: Inside the sandwich chain brands By Tom Dougherty Branding Positioning Think of branding positioning this way. In real estate, the most valuable property is often the one with the greatest distance away from its neighbors. The properties close...
Frozen Food study: The brands stay lazy

Frozen Food study: The brands stay lazy

Frozen food study Market Study “The brands are either lazy or terrified.”   Frozen Food study: The brands stay lazy One thing comes clear in doing a frozen food study. The past and present frozen food business landscape riddles with irony. Most brands...
Retail Market Study. Redefining the category.

Retail Market Study. Redefining the category.

Retail Market Brand Study. A Failing Market. Retail Market Study “The retail market is in the throes of monumental change. Those who change will survive. Those holding onto outdated business models will die.” Retail market study. An in-depth look at retail...
Breakfast cereal and the breakfast food market

Breakfast cereal and the breakfast food market

A market study on the breakfast cereal category A Market Study An in-depth market study on the breakfast cereal category A brief history of breakfast cereal Breakfast cereal, especially those loaded with sugar, are losing market share to a whole host of competitors....
Corporate Identity and an ugly misguided logo

Corporate Identity and an ugly misguided logo

Ugly logos mean an ugly brand. Who needs that? By Tom Dougherty   Corporate identity must agree with your brand Your corporate identity is all about your company and services. It creates space between your company and the competitors. When properly executed, it...
Global branding experts. How do you choose?

Global branding experts. How do you choose?

Branding in different cultures By Tom Dougherty   Global branding experts. How do you choose? Is there a difference between being global branding experts and developing unique brands in unique cultures? Global branding experts need more than just experience in your...
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...
Sporting Goods are not immune to retail trouble

Sporting Goods are not immune to retail trouble

Retail's problems include sporting goods retailers Sporting goods are not immune The outdoor and sporting goods segment sees its share of shake ups that mirror what’s taking place in the retail industry as a whole. Large big box chains like Sports Authority have...
How grocery chains can beat Walmart

How grocery chains can beat Walmart

How grocery chains can beat Walmart By Tom Dougherty The key? Don’t copy Walmart The bad news for grocery chains is that they have become a cauldron of consolidation. The past few years have seen major grocery chains buying smaller competitors to forestall the...