CPG marketing: Nothing’s changed because of COVID-19

CPG marketing: Nothing’s changed because of COVID-19

CPG Marketing By Tom Dougherty CPG marketing: Nothing’s changed because of COVID-19 Like any other sector, CPG marketing must consider the effects of buying habits in this COVID-19 era. Or does it? A recent report suggests the reasons for the choice are not all that...
Wine marketing and marketing tone

Wine marketing and marketing tone

Wine Marketing By Tom Dougherty Wine marketing and marketing tone​ In this time of COVID-19, many marketers are asking themselves what tone they should take. Be serious. Ignore it all. Or just be happy. The world of wine marketing has taken to being happy. To the...
Current bank market positioning advantages

Current bank market positioning advantages

Today's Bank Market By Tom Dougherty ​Grabbing Bank Market Share The bank market has changed It has been many years since small independent banks and thrifts dominated the bank market. Besides credit unions, the banking landscape has merged into a few mega-banks. It...
Current Beer Market Strategies for Growing

Current Beer Market Strategies for Growing

Current Beer Market The Current Beer Market The beer market is as fragmented as any market in the world. Large beer producers dominated the beer market for many years. Today, it is splintered into many beer brands. One report claims 19,000 brewing companies worldwide...
The $100 Fat Tire beer? It’s right on brand.

The $100 Fat Tire beer? It’s right on brand.

Fat Tire Beer By Tom Dougherty The $100 Fat Tire beer? It’s right on brand. I often write about brand permission because most brands fail to understand it and, therefore, leave opportunities unclaimed. Not so with the $100 Fat Tire beer six pack. What, you say? Let me...
Got Milk is back, but without its main appeal

Got Milk is back, but without its main appeal

Got Milk? By Tom Dougherty 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 own products....
Beverage brands shouldn’t gloat about the decline of beer sales

Beverage brands shouldn’t gloat about the decline of beer sales

Beverage brands shouldn’t gloat about the decline of beer sales By Tom Dougherty Beverage brands shouldn’t gloat about the decline of beer sales   Beverage brands shouldn’t gloat about the decline of beer sales So, the beer industry is seeing a drop in sales for...
A Sears rebranding leading to the chain’s eventual death

A Sears rebranding leading to the chain’s eventual death

Sears rebranding: Now the chain can die A Sears rebranding leading to the chain’s eventual death The Sears brand will finally die. Finally. Just seven months after a Sears rebranding revealed a new logo and brand positioning, the once proud retailer stands on the...
Kroger rebranding trots out the tired clichés

Kroger rebranding trots out the tired clichés

Kroger rebranding By Tom Dougherty Kroger rebranding trots out the tired clichés The new Kroger rebranding is anything but. The grocery chain is unveiling what it calls a new brand by adjusting its logo and trotting out the cutting-edge theme of “Fresh for Everyone.”...
The Guinness brand stands out with its authenticity

The Guinness brand stands out with its authenticity

Guinness brand By Tom Dougherty 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, Thomas Kinsella....
Brand change: Insurance, Fast Food beware

Brand change: Insurance, Fast Food beware

Brand Change: Insurance, Fast Food beware   Brand change looming for both insurance and fast food brands Marketers and brand strategists, let alone CEOs, rarely think about current events affecting brand change. But brands not aware of how hot topics like climate...
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...