A case study in branding permission: Mucinex and Sickwear

A case study in branding permission: Mucinex and Sickwear

Branding Permission By Tom Dougherty A case study in branding permission: Mucinex and Sickwear Branding permission can be a strange thing. It may look like audiences give you the OK to move into another category. Based on your brand meaning. But it’s actually more...
Don’t cheap out on your consumer research

Don’t cheap out on your consumer research

Consumer Research By Tom Dougherty Don’t cheap out on your consumer research There’s a big and important difference between what many brands are doing and what they need to do when it comes to consumer research. Basically, don’t skimp on it. Or your efforts will be...
Fixing the major issue for the retail industry? Not so fast.

Fixing the major issue for the retail industry? Not so fast.

Fixing the Retail Industry By Tom Dougherty Fixing the major issue for the retail industry? Not so fast. The major issue facing the retail industry is, of course, the explosion of online shopping. Especially on Amazon. In reaction, many retailers simply cut costs,...
Fast food branding: It’s the only way to win

Fast food branding: It’s the only way to win

Fast Food Branding By Tom Dougherty Fast food branding: It’s the only way to win Fast food branding is an interesting beast. The category is extremely competitive. Too many brands think changing their menus is the key to winning. And they will try anything to increase...
Retail redesign: Cracking the code

Retail redesign: Cracking the code

Retail Redesign By Tom Dougherty Retail redesign: Cracking the code Brick and mortar retailers often believe all that’s needed to get customers back in the store is simply a retail redesign. Yes, let’s change up things INSIDE the store and customers will happily come...
Travel marketing: Now is the time to re-evaluate

Travel marketing: Now is the time to re-evaluate

Travel Marketing By Tom Dougherty Travel marketing: Now is the time to re-evaluate Those in travel marketing are certainly asking themselves, “Should we market our destinations now or wait?” The current COVID-19 climate restricts travel. So many of those in the...
Social issue branding is here to stay

Social issue branding is here to stay

Social Issue Branding By Tom Dougherty Social issue branding is here to stay It wasn’t that long ago when company executives would say, “It’s all about the bottom line.” No more. Today’s social upheaval is changing the way executives think. A new study says a whopping...
Grocery market strategies to grow market share

Grocery market strategies to grow market share

Today's Grocery Market By Tom Dougherty Grocery market strategies to grow market share The grocery market has come a long way since its early days. The first stores were really social interactions, as strange as that might sound. Customers simply made a list of things...
B2B marketing: It is dead. In a way.

B2B marketing: It is dead. In a way.

B2B Marketing By Tom Dougherty B2B marketing: It is dead. In a way. On the Brand Insider podcast, Carla Pineyro Sublett, the CMO of NI (National Instruments), offers this quote: “There is no B2B vs B2C. We’re marketing to people…B2B marketing, in particular in tech,...
Canvas answers the needs of students

Canvas answers the needs of students

Canvas By Tom Dougherty Canvas answers the needs of students Our education system is in a sticky place. I should know. My eldest son works in school administration and his wife is a professor. These days have been anything but easy, what with remote students signing...
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...
Disney and 20th Century Fox: The hard truth about acquisitions

Disney and 20th Century Fox: The hard truth about acquisitions

20th Century Fox Disney and 20th Century Fox: The hard truth about acquisitions When Disney bought the studio 20th Century Fox, it proclaimed the strength and essence of the 20th Century Fox brand. The long-standing studio, with roots stemming from the introduction of...