Lego: The best toy brand with only one flaw

Lego: The best toy brand with only one flaw

Lego Tom Dougherty, CEO – Stealing Share 1 May 2018 Lego: The best toy brand with only one flaw I adore my grandkids. Perhaps it’s because I hand them back to their parents at the end of the night — you know, when they are cranky. And my job is done. As a...
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...
Bicycle cards owns the category – and me

Bicycle cards owns the category – and me

Bicycle cards Tom Dougherty, CEO – Stealing Share 22 March 2018 Bicycle cards owns the category – and me We all sport idiosyncrasies, and we should embrace them. I’m no different. I obsess over collecting obscure items, such as pocket watches. Yea, I have...
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...
Who cares Coach is becoming Tapestry?

Who cares Coach is becoming Tapestry?

Coach becomes Tapestry Tom Dougherty, CEO – Stealing Share 18 October 2017 Who cares Coach is becoming Tapestry? Coach changing its name to Tapestry means nothing no matter what CEO Victor Luis says. He tells The New York Times that the iconic leather bag...
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...
Equifax waits six weeks, blows its brand promise

Equifax waits six weeks, blows its brand promise

The Equifax hack Tom Dougherty, CEO – Stealing Share 20 September 2017 Equifax waits six weeks, blows its brand promise Data breeches suck. No one appreciates it when hackers break into a company and retrieve your personal information. Then you change passwords,...
Brand Blindness. Brand Loyalty. Persuasive.

Brand Blindness. Brand Loyalty. Persuasive.

Brand Blindnes is Brand Loyalty Tom Dougherty, CEO – Stealing Share 27 April 2017 Brand loyalty and brand blindness Did you know that brand loyalty is a form of brand blindness? Even though most of us believe we act rationally, self-identification is a form of...
Ameriprise rebranding is on the right track

Ameriprise rebranding is on the right track

Ameriprise. Be Brilliant. Tom Dougherty, CEO – Stealing Share 20 April 2017 Ameriprise has a winning brand theme. In Financial Planning, Ameriprise has a brand The brand of Ameriprise stands out in a sea of financial planning companies. It’s not that it is the...