Beer Rebranding. Market Share Study.

Beer Rebranding. Market Share Study.

Beer Rebranding. Only way to win. MARKET STUDY BEER REBRANDING “Beer consumption is declining. Even craft beer is a victim of the no brand loyalty movement. Beer rebranding may be the only answer.” An in-depth market study on the beer rebranding and the...
Super Bowl ad spend: Budweiser switches tactics

Super Bowl ad spend: Budweiser switches tactics

Super Bowl Ad Spend By Tom Dougherty 25 January 2021 Super Bowl ad spend: Budweiser switches tactics Like any football fan, I love the Super Bowl as much as anyone. But one thing I’ve never truly understood: Why do brands fork out such a huge Super Bowl ad spend? The...
What went wrong with 7 Up? Everything.

What went wrong with 7 Up? Everything.

New insights about what happened to 7 Up and why. New insights as to what went wrong with 7 Up and why.  The 7 Up brand has all but disappeared. The primary directive behind building any brand is that you must be single-minded. You can’t be everything to everybody....
Got Milk is back, but without its main appeal

Got Milk is back, but without its main appeal

Got Milk? By Tom Dougherty 7 August 2020 Got Milk is back, but without its main appeal Remember the Got Milk campaign from the 90s? How could you forget? Because in what became a satire of lazy marketing, businesses around the country kept retrofitting it for their...
The Guinness brand stands out with its authenticity

The Guinness brand stands out with its authenticity

Guinness brand By Tom Dougherty 29 October 2019 The Guinness brand stands out with its authenticity I’m an impassioned Irishman through and through. As a college student, I spent a year of my life in Dublin, where I attended Trinity College and studied with poet,...
Beer branding, the battle for market share

Beer branding, the battle for market share

Beer branding, the battle for market share Beer branding as a way to clear out the clutter Interest in beer branding has never been keener. Marketers in every beverage category are struggling to create even the thinnest shred of product differentiation in a...
Building Bank Brands. American Banker

Building Bank Brands. American Banker

The Brand of Banks Building Bank Brands. American Banker Building Bank Brands Marketing or Anthropology? It should come as no surprise to the banking community that building a more robust brand… Building Bank Brands: Marketing or Anthropology From American...
Coke branding lessons. What is the REAL value of a brand?

Coke branding lessons. What is the REAL value of a brand?

Coke branding lessons. What is the REAL value of a brand? What we can learn from Coke How Coca-Cola lost its fizz—and other branding lessons. The power of a brand is hard to pinpoint, but it might just be… How Coke Lost its Fizz — and other Coke branding lessons...
Brand recall in commercials: VIDEO

Brand recall in commercials: VIDEO

Brand recall in commercials: VIDEO Brand recall rarely comes from ads The definition of brand recall is just what it says. Recalling a brand. But few brands are actually recalled in any meaningful manner. A disturbing trend has emerged recently in TV advertising and...
Lessons We Can Learn From Starbucks Failure

Lessons We Can Learn From Starbucks Failure

Lessons We Can Learn From Starbucks Failure Starbucks Failure   What is it about the Starbucks failure? If anything, Starbucks is a victim of its own business success. It is a case study in what happens when a business confuses its business success with brand success....
The Beer Drinker. Its Not Taste it is all about them.

The Beer Drinker. Its Not Taste it is all about them.

The Brand is all about the beer drinker The Beer Drinker. Its Not Taste it is all about them. The US Beer Drinker and Beer Preference The discussion on the U.S. beer market does not often talk about the beer drinker. It inevitably turns to Budweiser because of its...
Is your coffee maker brand promise right?

Is your coffee maker brand promise right?

The Coffee Maker Is your coffee maker brand promise right? Small Kitchen Appliances and Coffee Makers The coffee maker branding problem. Sometimes, a company comes along that tries really hard to solidify its brand message in the respective marketplace. While we all...
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