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...
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...
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...
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...
Affinity programs and why they fail.

Affinity programs and why they fail.

Affinity programs and why they fail Brand Affinity programs and why they fail. Affinity Programs Rarely Create Affinity Almost all businesses from retailers to transportation companies have affinity programs designed to foster brand loyalty. Most work very poorly and...
Marketing during crisis, such as the coronavirus

Marketing during crisis, such as the coronavirus

Guidelines for marketing during crisis like the coronavirus By Tom Dougherty Marketing During Crisis and The Human Model | Motivators | Desire | Familiarity | Leadership | Affirmation | Scope | Comfort | Change | Community | Summary Marketing during crisis....
Choosing a Branding Company

Choosing a Branding Company

Choosing a branding company By Tom Dougherty What to consider when choosing a branding company  When choosing a branding company, there’s a few things to remember. Branding companies promise to completely understand what your brand means. In the most basic...
Packaged goods, brand and persuasion

Packaged goods, brand and persuasion

Persuasion in Packaged Goods By Tom Dougherty Packaged Goods, Brand and Persuasion Packaged goods have a lot to teach us Identification, Notification, and Persuasion in packaged goods In the self-serving world of commercial advertising, the costs of advertising...
Biz Life Article on How To Steal Market Share

Biz Life Article on How To Steal Market Share

Memory and Recall By Tom Dougherty   How To Steal Market Share How to steal market share – Memory vs. Recall From Biz Life How to steal market share? The answer is interesting and telling in today’s competitive advertising and marketing climate. It can be found in...
How do you influence prospective customers?

How do you influence prospective customers?

Influencing Prospects By Tom Dougherty How do you influence prospective customers? Do not be quick to blame your advertising agency or marketing department if your business is failing to grab market share. In reality, it is a safe bet that your problem is not in your...