Deep Water Drilling
Tom Dougherty, CEO – Stealing Share
21 June 2010
Deep water drilling? It all comes down to a battle of fears.
Brand is actually the science of persuasion. When we brand a product or company, Stealing Share infuses the brand promise with the values that matter most to the target audience the brand wishes to influence.
We research the target audience to understand their aspirations and fears because we know that brands need to touch those it wishes to influence in a way that promises an aspiration of a shelter from a deep rooted fear. As it turns out, fear is usually the most powerful motivator of all. A promise of a reward might get a few folks to fight the inertia of rest and move from one room to another, but the fear of fire will start a stampede in those same metaphorical rooms.
“Considering that a key precept in the US is the need to win, I would say the fear of losing might just be enough to get us to allow the ruination of our shores, waters and beaches.”
Today, the oil industry demonstrated their total understanding of this principal. It will go to court to fight the ban on deep water drilling. The promise is not more and cheaper oil for us. No. The promise is that if we don’t allow deep water drilling, the expertise will flee our shores, move to Brazil or Africa and “leave the US behind.”
Will it be effective?
Considering that a key precept in the US is the need to win, I would say the fear of losing might just be enough to get us to allow the ruination of our shores, waters and beaches. Maybe, however, the fear of permanent ecological damage will be greater. One thing is for sure. One fear or another will decide which idea wins out in the end.
Hulu Originals Tom Dougherty, CEO - Stealing Share 14 August 2018 Hulu Originals create preference, Netflix diminishes returns Like many, I’ve cut my cable cord because, in part, the variety of affordable steaming options made my need for a multitude of cable...
Overstock brand Tom Dougherty, CEO - Stealing Share 13 August 2018 The sheer lunacy of the Overstock brand What’s in a brand name? If you consider the Overstock brand, you see a very confused one resulting in an online retailer getting crushed by Amazon. If you’ve...
Common sense? 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....