You are what you eat By Tom Dougherty Success always leaves clues. You find the winning formula for success in Wheaties Cereal. It’s never been a “candy” cereal marketed by a singular spokes figure (like Cap’n Crunch or Snap, Crackle, and Pop). Wheaties sold its...
Woke marketing is not gender neutral By Tom Dougherty Gender Neutral. Woke up. The best marketing never feels like it’s marketing. It feels natural, direct, genuine. We polish the worst marketing with political correctness and ambiguous woke phrases. I am a branding...
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...
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...
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...
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...
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...
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 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...
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 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...
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...
