Tom Dougherty, CEO – Stealing Share
9 August 2018
Common sense in reporting
It feels like our news media is under attack every day. Just a little common sense helps in sorting out spin from news.
Don’t confuse tabloids with news. I don’t. I don’t confuse spinning and talking heads with news either.
InTouch Weekly called me everyday
I get many media requests. It comes with the territory. Rarely from entertainment tabloids.
But last week my phone had half a dozen messages. A few emails came in also.
Guess what they wanted from me? “Can you confirm that Matt Lauer is working as a brand strategist with Stealing Share?”
Too crazy to comment. Common sense told me to ignore the calls. And I knew nothing about InTouch Weekly.
They cast a wide net
Honestly. I thought it a fishing exercise. Best not to respond.
Then, they called and emailed my son Adam. In Seattle.
“Adam, can you confirm that your dad has hired Matt Lauer as a brand strategist?”
Like most of us, Adam heard it via voicemail. Who picks up calls from unknown numbers anymore?
“And of course, Cam Newton, who QBs our rebranding efforts and Daniel Lanois who manages our music department. Plus, all sorts of folks from my ancient and lost family tree… Eli, Matt, Kyrie and late Uncle Ken.”
My common sense kicked in
I should Google this, I thought. It’s too absurd to ignore. I typed in Matt Lauer and Stealing Share on Google.
ZoomInfo came up.
There it was. Matt Lauer is a Brand Strategist for Stealing Share.
But, while the list was by no means complete, there were some obvious stupid names. Anyone with common sense could see that these names were random.
Looked like Zoom added names and words from my blogs. Some very old blogs.
I expect more from reporters.
Ok, I’m trying not to be hard on the reporters. When writing about Matt Lauer (and I assume they are), they follow up on leads.
But you would think names like Cam Newton and Ken Fisher on the Zoominfo list might set off alarm bells.
Brands need to be smart
No brand can survive without at least demonstrating a touch of common sense.
Think about these august dignitaries that are colleagues of mine.
Mr. Glen Guard (the name of a company we rebranded — GlenGuard, part of Glen Raven).
Mr. or Ms. Ally sense— named after the bank.
Ms. Even McDonald’s (we call her Eve or sometimes just Mac).
Napoleon Turn (who could forget old Nappy).
Mag Shoe. We call her Maggie.
And of course, Cam Newton, who QBs our rebranding efforts and Daniel Lanois who manages our music department.
Plus, all sorts of folks from my ancient and lost family tree… Eli, Matt, Kyrie and late Uncle Ken.
Best of all, the esteemed Brand Strategist Walmart Uber, who we playfully refer to as Wally. Walmart is just too familiar and casual.
Can’t wait to read this week’s addition. By the way. I called InTouch to clear up the issues. I’ll tell Matt that he has been fired later. Turns out he was inappropriate with Maggie Shoe and Even McDonald’s.
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