Global brand building

Global brand building

BUILDING GLOBAL BRANDS Global brand building There are an art and a science to global brand building. If you manage or own a multi-national brand, you need a global branding agency skilled in that science. But if your brand is smaller than global, you need it too....
Brand Design Agencies

Brand Design Agencies

Brand Design Agencies   Brand design agencies Think for a moment about why you searched for brand design agencies. You are looking for someone to create a logo or design support pieces for your brand. Some are looking at brand design agencies because they need to...
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,...
Brand development. Position for relevance.

Brand development. Position for relevance.

Brand Development Brand development. How to win. Brand development is an important part of running any business. And, it is the only thing we do. And everyone knows that it is necessary to reposition a brand when its meaning has lost some of its relevance and luster....
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....
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...
Repositioning brands to steal share

Repositioning brands to steal share

Repositioning brands ​When repositioning brands makes sense So, you Googled brand repositioning. Good on you for doing so. Repositioning brands is an ongoing and constant process. The tactical changes in brand repositioning ensure the brand’s continued relevance to...
The meatless food category: What’s next?

The meatless food category: What’s next?

The meatless food category: What's next? By Tom Dougherty   The meatless food category: How it’s succeeding, and where it goes from here Sometimes, there really is something in a name. For example, what do you call the meatless food category? Is meatless...
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...
Branding Positioning: Inside sandwich chains

Branding Positioning: Inside sandwich chains

Brand Positioning: Inside the sandwich chain brands By Tom Dougherty 17 October 2017 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...
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,...