The DirecTV brand is being left to die

The DirecTV brand is being left to die

DirecTV Brand By Tom Dougherty 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 streaming service. Since 2014, four million...
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...
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...
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...
B2B Rebranding

B2B Rebranding

Rebranding in B2B By Tom Dougherty B2B Rebranding. Business’s Greatest Asset. B2B rebranding seems like a luxury to many. Because so much of the business-to-business success is from direct sales. (See a Glen Guard B2B case study here). As a result, B2B marketing...
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...
Personal branding forms unbreakable bonds

Personal branding forms unbreakable bonds

Branding an Individual By Tom Dougherty Personal branding forms unbreakable bonds   Personal branding is the most overused and most misunderstood of all the branding jargon I come across in my job title (Brand Strategist). Luckily I have never been asked to work on a...
Cree LED lightbulbs have lost brand power

Cree LED lightbulbs have lost brand power

Cree's Failure Cree LED lightbulbs have lost brand power Cree LED lightbulbs. An Example of surrendering initiative. For Stealing Share, Cree LED lightbulbs is in our backyard. I follow the company because it is great to see a local company innovate and win. I...
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...
Pharmaceutical Marketing Strategy

Pharmaceutical Marketing Strategy

Pharma Advertising By Tom Dougherty Pharmaceutical Marketing Strategy Pharmaceutical marketing strategy focuses on the mundane Those creating pharmaceutical marketing strategies are faced with two issues. Its players must report the potential side effects of their...
Marketing Major Appliances – A Market Study

Marketing Major Appliances – A Market Study

A market study of major appliances MARKET STUDY: MARKETING MAJOR APPLIANCES “Aligning with a belief, now that is something different and in marketing major appliances. Brands would be wise to pay attention, because the opportunity is there to steal market...
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...