NECCO wafers. Who cares when they are gone?

NECCO wafers. Who cares when they are gone?

Shit. NECCO wafers. It’s over. Tom Dougherty, CEO – Stealing Share 12 April 2018 The loss of NECCO wafers NECCO Wafers. All value comes from scarcity. For years now, we have been telling our clients that value in the world comes from scarcity. Diamonds are...
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...
Cambridge Analytica and Facebook problems

Cambridge Analytica and Facebook problems

Cambridge Analytica Tom Dougherty, CEO – Stealing Share 29 November 2016 Cambridge Analytica and Facebook problems The Facebook Cambridge Analytica problems swarm news feeds, and for good reason. Much of the news focuses on Cambridge Analytica, its use of data...
Infiniti advertising fails on many levels

Infiniti advertising fails on many levels

Infiniti advertising is criminal Tom Dougherty, CEO – Stealing Share 19 October 2017 Infiniti advertising fails on many levels The latest Infiniti advertising leaves me cold. Strike that. It makes me heated. Not that I have anything against Infinity as a brand....
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...
Branding Positioning: Inside sandwich chains

Branding Positioning: Inside sandwich chains

Brand Positioning: Inside the sandwich chain brands Branding Positioning Think of branding positioning this way. In real estate, the most valuable property is often the one with the greatest distance away from its neighbors. The properties close together, with the...
Shock advertising Lexus, DirecTV, Enterprise

Shock advertising Lexus, DirecTV, Enterprise

Shock Advertising Tom Dougherty, CEO – Stealing Share 13 October 2017 Why Shock TV Fails. Paper-cuts. Shock advertising by Lexus and Direct TV Commercial effectiveness is in decline. Advertising agencies try anything to get you to notice the ad. However, it...
Hmm…MSC Cruise Line. Think that works?

Hmm…MSC Cruise Line. Think that works?

The MSC Cruise Lines Tom Dougherty, CEO – Stealing Share 2 October 2017 MSC Cruise Lines MSC Cruise Line is making a big enough spend on US television that I have seen its commercials numerous times. The problem is the NAME. I could not remember it well enough...
Hugh Hefner, Playboy and the understanding of brand

Hugh Hefner, Playboy and the understanding of brand

Hugh Hefner Tom Dougherty, CEO – Stealing Share 28 September 2017 Hugh Hefner, Playboy and the understanding of brand Sometimes, we did read the articles. Sometimes, that was the reason why we open a Playboy magazine. Sure, the nude pictures attract even the...
The NFL protests by its players risk disaster

The NFL protests by its players risk disaster

The NFL Protests Tom Dougherty, CEO – Stealing Share 25 September 2017 NFL protests. The stakes are high. The NFL protests may be a danger to the US itself. What on earth is going on? Do you disagree with the NFL protests by many of the players? The ones where...
Optum is a business not a brand

Optum is a business not a brand

The Optum brand is too busy Tom Dougherty, CEO – Stealing Share 14 September 2017 What is Optum? You know, I like the new Optum commercial. And I like the graphic design of the logo. Come to think of it, I also like the theme line “How well gets done” even as I...
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...