Marketing tactics: Make them simple

Marketing tactics: Make them simple

Marketing tactics Tom Dougherty, CEO – Stealing Share 27 October 2020 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...
B2B marketing: It is dead. In a way.

B2B marketing: It is dead. In a way.

B2B marketing Tom Dougherty, CEO – Stealing Share 15 September 2020 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...
The DirecTV brand is being left to die

The DirecTV brand is being left to die

DirecTV brand Tom Dougherty, CEO – Stealing Share 11 March 2020 The DirecTV brand is being left to die The DirecTV brand is dying and AT&T, its parent company, is letting it go, effectively abandoning it to focus its efforts on the upcoming AT&T TV...
The Burger King taco is here, and it’s what you think

The Burger King taco is here, and it’s what you think

The Burger King taco Tom Dougherty, CEO – Stealing Share 17 July 2019 The Burger King taco is here, and it’s what you think The new Burger King taco is arriving for a limited time, so plunk down your one dollar for it. Yes, a taco from a chain with burger in its...
Brand relaunching. Reposition for relevance

Brand relaunching. Reposition for relevance

Brand Relaunching Considerations Brand relaunching. How to win. Brand relaunching is an important part in repositioning a brand. And everyone knows that it is necessary to reposition a brand when its meaning has lost some of its relevance and luster. Markets decide...
Permanent changes in purchase choices

Permanent changes in purchase choices

Permanent changes in purchase choices 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 changes. They seem...
The meatless food category: What’s next?

The meatless food category: What’s next?

The meatless food category: What’s next? 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 food enough?...
Repositioning brands to steal share

Repositioning brands to steal share

Repositioning brands When repositioning brands makes sense Mergers, acquisitions and sudden marketing changes demand repositioning brands to steal market share There are many reasons brand directors and marketing executives consider repositioning brands. Certainly,...
Branding Positioning: Inside sandwich chains

Branding Positioning: Inside sandwich chains

Brand Positioning: Inside the sandwich chain brands 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 together, with the...
Rebranding strategy is SOP. Not an exception.

Rebranding strategy is SOP. Not an exception.

Rebranding Strategy Development Rebranding Strategy Your Rebranding Strategy A new rebranding strategy is necessary when your brand is not as successful as planned. Now, that may sound stupid and simplistic but it’s the hard truth. Rebranding does not always involve a...
Corporate Identity and an ugly misguided logo

Corporate Identity and an ugly misguided logo

Ugly logos mean an ugly brand. Who needs that? 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 positions you as...