Understanding Market Maturity

Understanding Market Maturity

Understanding Market Maturity By Tom Dougherty Understanding Market Maturity  Understanding Market Maturity. It May Be A Hidden Mature Market Think about market maturity. The TV set market would seem to be the last market to be described as immature. After all,...
BlackBerry Failed. Marketing lessons to be learned.

BlackBerry Failed. Marketing lessons to be learned.

The Failure of BlackBerry By Tom Dougherty BlackBerry Failed. Marketing lessons to be learned.   The world truly changed in 1999. We saw Europe introduce the Euro. Then, the tragedy at Columbine, the world was dealing with Kosovo and SpongeBob SquarePants...
Brand loyalty: Grape Nuts, Burger King

Brand loyalty: Grape Nuts, Burger King

Brand loyalty: Grape Nuts, Burger King By Tom Dougherty Brand loyalty: Grape Nuts, Burger King You’d have trouble finding two brands as dissimilar as Grape Nuts and Burger King. But both serve as interesting test cases in brand loyalty. Post announced that Grape-Nuts...
Text marketing: It’s still about beliefs

Text marketing: It’s still about beliefs

Text Marketing By Tom Dougherty ​Text marketing: It’s still about beliefs At Stealing Share, we continually track consumer behavior, including the effects of COVID-19 on decision making. Lately, we’ve found that text marketing is becoming a better avenue for brands to...
The mystery of great advertising: The Amazon Super Bowl spot

The mystery of great advertising: The Amazon Super Bowl spot

The mystery of great advertising By Tom Dougherty The mystery of great advertising: The Amazon Super Bowl spot Ever have watched a TV ad you intuitively understand to be great advertising but don’t know why. That’s the great mystery you may feel about Amazon’s...
A case study in marketing research strategy: Old Spice

A case study in marketing research strategy: Old Spice

A case study in marketing research strategy: Old Spice By Tom Dougherty A case study in marketing research strategy: Old Spice In the upcoming Old Spice TV spot, owner Proctor & Game employs a marketing research strategy few actually try. Let alone accomplish....
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...
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...
Retail branding: House of brands or branded house?

Retail branding: House of brands or branded house?

Retail Branding with a House of Brands By Tom Dougherty Retail branding: House of brands or branded house? Retailers are always looking for ways out of their holes. So what do they do? In at least one case of retail branding, a chain is evolving into a house of...
Marketing tactics: Make them simple

Marketing tactics: Make them simple

Marketing Tactics By Tom Dougherty 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 of salt whose navy blue packaging with...
Don’t be a branding fail: 3 questions to ask yourself

Don’t be a branding fail: 3 questions to ask yourself

Don't be a branding fail By Tom Dougherty Don’t be a branding fail: Three questions to ask yourself Fast Company published a list of the 25 most spectacular branding fails of the last 25 years yesterday. And you can read about them here. But what’s more interesting is...