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...
The FedEx brand failing to deliver on its promise

The FedEx brand failing to deliver on its promise

FedEx brand By Tom Dougherty The FedEx brand failing to deliver on its promise Didn’t think I’d ever see this happen to the FedEx brand. But, yesterday, it announced a 40% drop in net income from the same quarter last year. That’s a whole lotta packages being...
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...
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...
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...
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...
The wasted dollars of product naming

The wasted dollars of product naming

The wasted dollars of product naming By Tom Dougherty Product naming – Stop the craziness Product naming is important. But brands should hold every part of their businesses to a high standard of eliminating wasteful spending. For example, few industries are...
Medical device marketing and branding

Medical device marketing and branding

Medical device marketing and branding Medical device marketing: How to steal market share The medical device category is highly competitive and complicated for sure. But growing market share is a difficult task. It’s easier but by no means a given when you have a...