Will your brand survive 2022

Will your brand survive 2022

Will your brand survive 2022? By Tom Dougherty Will your brand survive 2022? Wow. What a year 2020 was.  2020 was an eye-opener. If your brand was lucky enough to get through the storm without damage, good for you. But don’t think for a moment that you are safe from...
Negative brand messaging

Negative brand messaging

Is negative brand messaging a mistake? By Tom Dougherty A negative brand message? Remember the brand name.   Negative ideas are more memorable. It’s that simple. A few years ago, Stealing Share launched a medical biologic brand. Biomimetic Therapeutics...
Sun-Tzu Marketing is the Art of Branding Strategy

Sun-Tzu Marketing is the Art of Branding Strategy

The Sun-Tzu as a Marketing Guru By Tom Dougherty Sun-Tzu Marketing is the Art of Branding Strategy Sun-Tzu Marketing Wisdom This is not the standard paper from Stealing Share. Rather, it is a quick look at some of the Sun-Tzu marketing wisdom that Stealing Share...
What is a comprehensive rebranding project?

What is a comprehensive rebranding project?

A comprehensive rebranding project By Tom Dougherty The complete comprehensive rebranding The most potent brands look, feel, and sound just like the target audience that the brand targets. It is part of brand anthropology (the scientific study of human interactions...
Rebranding of Victoria’s Secret

Rebranding of Victoria’s Secret

The rebranding of Victoria's Secret By Tom Dougherty What can we learn from the rebranding of Victoria’s Secret? I just finished an article on the rebranding of Victoria’s Secret in the New York Times. I wish them luck in the rebranding efforts. It was not that many...
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...
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...
A case study in marketing research strategy: Old Spice

A case study in marketing research strategy: Old Spice

A case study in marketing research strategy: Old Spice By Tom Dougherty A case study in marketing research strategy: Old Spice In the upcoming Old Spice TV spot, owner Proctor & Game employs a marketing research strategy few actually try. Let alone accomplish....
Marketing tactics: Make them simple

Marketing tactics: Make them simple

Marketing Tactics By Tom Dougherty Marketing tactics: Make them simple It often amazes me how one of the simplest marketing tactics can receive applause from within and outside a company. Take, for example, Morton’s. The maker of salt whose navy blue packaging with...
B2B marketing: It is dead. In a way.

B2B marketing: It is dead. In a way.

B2B Marketing By Tom Dougherty B2B marketing: It is dead. In a way. On the Brand Insider podcast, Carla Pineyro Sublett, the CMO of NI (National Instruments), offers this quote: “There is no B2B vs B2C. We’re marketing to people…B2B marketing, in particular in tech,...
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...