COVID-19 advertising: What works and what doesn’t

COVID-19 advertising: What works and what doesn’t

COVID-19 Advertising: Nothing’s changed COVID-19 advertising: What works and what doesn’t The question many marketers are asking themselves during this time is this: What tone should we adopt in our COVID-19 advertising? Should it be soft and warm? Comforting...
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...
What drives Millennial consumers?

What drives Millennial consumers?

What drives Millennial consumers? By Tom Dougherty   What drives Millennial consumers? Who are the Millennial consumers? The bane of a Generation X’s parenting, and the most desired demographic in marketing. They are the ones reaching adulthood around the turn of...
The Coca-Cola brand: Meaning dictating action

The Coca-Cola brand: Meaning dictating action

The Coca-Cola Brand By Tom Dougherty The Coca-Cola brand: Meaning dictating action The year 2020 has produced many challenges for brands, reacting to new trends. But really, they were trends that already existed but just became more intensive. Take the Coca-Cola...
The cannibalization of the bottled water brands

The cannibalization of the bottled water brands

Market Study: Bottled water brands   The cannibalization of the bottled water brands Got milk, anyone? Apparently not. Sales of milk dropped 13% over the last eight years, signaling a trend that affects many industries and brands. For example, it’s led to the...
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...
Fast food fads don’t work

Fast food fads don’t work

Fast food fads: They come and go By Tom Dougherty McDonald’s copying Popeyes: Why fast food fads don’t work Few brands openly copy one another more often than fast food chains. Because so few of them hold meaningful brands, they grab onto whatever’s working over there...
New Brand repositioning. 4 assumptions shattered.

New Brand repositioning. 4 assumptions shattered.

Repositioning your brand By Tom Dougherty Your brand repositioning is different from rebranding Brand repositioning and rebranding share many strategic considerations. And one can dramatically turn INTO the other. But brand repositioning leaves many existing marketing...
Dental brands: Why they are their own worst enemies

Dental brands: Why they are their own worst enemies

Dental brands   Dental brands: Why they are their own worst enemies Like most industries, dentistry faces consolidation as the number of Dental Service Organizations (DSOs) grows. There are numerous reasons for this, but their growth signifies change happening in...
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...
Successful brands leverage scarcity and exclusivity

Successful brands leverage scarcity and exclusivity

Successful Brands By Tom Dougherty Successful brands leverage scarcity and exclusivity It’s a simple fact. Successful brands are the ones that are seemingly exclusive. As though you’re part of a club with only a few select members. A kind of scarcity exists. As...
Fast food marketing: Avoid inside-out thinking

Fast food marketing: Avoid inside-out thinking

Fast Food Marketing By Tom Dougherty Fast food marketing: Avoid inside-out thinking This is going to sound like a slam on White Castle, but it’s not. It’s just that the fast food chain is promoting an element that’s representative of what ails most fast food...