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.
Brand Purpose Tom Dougherty, CEO - Stealing Share 10 December 2018 Brand purpose is not what many think it is So, the marketing term of the year is Brand Purpose, as chosen by the Association of National Advertisers. And what do they use to demonstrate such a term...
Retail market changes Tom Dougherty, CEO - Stealing Share 6 December 2018 Retail market changes are akin to climate change Are you paying attention to the many retail market changes? I am. Some fundamental changes are afoot. I believe the days of large generalized...
Burger King marketing Tom Dougherty, CEO - Stealing Share 5 December 2018 Burger King marketing butt of its own joke Burger King marketing has really gone off the rails. It’s giving away Whoppers for a penny if you order them within 600 feet of a McDonald’s, using...