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...
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...
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...
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...
Walmart mask mandate sends a powerful statement

Walmart mask mandate sends a powerful statement

Walmart Mask Mandate By Tom Dougherty Walmart mask mandate sends a powerful statement Today is an important day. Yep, because July 20, 2020 becomes the day the nation’s largest retailer requires its customers to wear masks. The Walmart mask mandate marks an important...
JCPenney bankruptcy expected, COVID-19 or not

JCPenney bankruptcy expected, COVID-19 or not

JCPenny Bankruptcy By Tom Dougherty JCPenney bankruptcy expected, COVID-19 or not When news of the JCPenney bankruptcy spread over the weekend, was anyone surprised? The retailer can blame the COVID-19 virus all it wants. But the truth is more complicated than that....
Wear your masks: It’s fast becoming the (required) new normal

Wear your masks: It’s fast becoming the (required) new normal

Wear Your Masks By Tom Dougherty Wear your masks: It’s fast becoming the (required) new normal In thinking about what the world will be like in the post COVID-19 era (or at least, the adaption to it), I think I’ve witnessed the future at a grocery store. It includes...
Grocery brands missing today’s opportunity

Grocery brands missing today’s opportunity

Grocery Brands By Tom Dougherty Grocery brands missing today’s opportunity Inserted in an interview with Kroger CEO Rodney McMullen on the current state of grocery brands was an interesting tidbit about his own. “Customers shop with Kroger in these times of...
Here comes another Burger King flop, the Chip Butty

Here comes another Burger King flop, the Chip Butty

Burger King and the Chip Butty By Tom Dougherty Here comes another Burger King flop, the Chip Butty God, I wish this was a joke. But get ready for the Chip Butty from Burger King, a sandwich with french fries instead of meat.  The sandwich is nothing more than a wad...