Brand relaunching. Reposition for relevance

Brand relaunching. Reposition for relevance

Brand Relaunching Considerations Brand relaunching. How to win. Brand relaunching is an important part in repositioning a brand. And everyone knows that it is necessary to reposition a brand when its meaning has lost some of its relevance and luster. Markets decide...
Wendys hamburgers directly take on McDonalds

Wendys hamburgers directly take on McDonalds

Wendys hamburgers Tom Dougherty, CEO – Stealing Share 1 February 2018 Wendys hamburgers directly take on McDonalds Normally, I praise brands directly taking on other brands. The only way to steal market share is to position yourself directly against the...
A mea culpa on Apple’s AirPods

A mea culpa on Apple’s AirPods

Apple’s AirPods Tom Dougherty, CEO – Stealing Share 10 January 2018 A mea culpa on Apple’s AirPods Every so often I might be wrong. Yeah, it’s true. I know. So let’s own up to a mistake. Last year, I rail on Apple’s AirPods and now I’m...
Charging for replacement Apple batteries?

Charging for replacement Apple batteries?

Apple batteries Tom Dougherty, CEO – Stealing Share 2 January 2018 Charging for replacement Apple batteries? How often does Apple screw up? Enough to take a bit of the shine off its brand. Over the holidays, customers uncover Apple batteries being slowed down in...
Matt Lauer torpedoes the Today Show brand

Matt Lauer torpedoes the Today Show brand

Matt Lauer Tom Dougherty, CEO – Stealing Share 29 November 2017 Matt Lauer torpedoes the Today Show brand Well, look out Good Morning America! The two male anchors for the other morning network shows – Matt Lauer of Today and Charlie Rose of CBS This Morning –...
Daniel Lanois, best record producer you’ve never heard of

Daniel Lanois, best record producer you’ve never heard of

Daniel Lanois Tom Dougherty, CEO – Stealing Share 14 November 2017 Daniel Lanois, best record producer you’ve never heard of When listening to music, you often keep listening to your latest obsession. My latest? Bob Dylan’s genius producer, Daniel Lanois....
BlackBerry Motion represents the same old, same old

BlackBerry Motion represents the same old, same old

BlackBerry Motion Tom Dougherty, CEO – Stealing Share 10 October 2017 BlackBerry Motion represents the same old, same old My critiques of the BlackBerry brand over the years read harshly. And for good reason. My assessment of the BlackBerry Motion phone? It’ll...
The brand failure of the Los Angeles Chargers

The brand failure of the Los Angeles Chargers

Los Angeles Chargers Tom Dougherty, CEO – Stealing Share 4 October 2017 The brand failure of the Los Angeles Chargers The first quarter of the 2017 NFL season demonstrates that the Chiefs rock, the Patriots defense sucks, Colin Kaepernick is being blackballed...
Nobody comes close to Tom Petty

Nobody comes close to Tom Petty

Tom Petty Tom Dougherty, CEO – Stealing Share 3 October 2017 Nobody comes close to Tom Petty The death of rock icon, Tom Petty, hits me hard. Going to bed, the news says Petty is clinging to life, fighting until the end. By morning, news says Petty passes over...
How a brand addresses a pacemaker recall

How a brand addresses a pacemaker recall

St Jude pacemaker recall Tom Dougherty, CEO – Stealing Share 31 August 2017 How a brand addresses a pacemaker recall Our experience in the medical device industry reaches across many of the top brands. Branding St. Jude Medical (now Abbott), working with...
Prevagen is Jellyfish!

Prevagen is Jellyfish!

Cleverness in advertising stinks: Prevagen Tom Dougherty, CEO – Stealing Share 17 August 2017 Prevagen gets stupid Prevagen. The perfect example of brand masturbation. Brands try to speak directly to the emotions of prospective customers. Anything that gets in...
AI Marketing. Artificial Intelligence.

AI Marketing. Artificial Intelligence.

AI Marketing Tom Dougherty, CEO – Stealing Share 25 May 2017 AI Marketing. Artificial Intelligence everywhere. AI Marketing AI Marketing (Artificial Intelligence Marketing) might feel like a stretch. Brands are hesitant to believe AI can replace human thinking....