Why it is essential to know your brand's business By Tom Dougherty Three warning signs of confusing the business of your business with the brand’s business. And why it is essential to know your brand’s business. My wife and I just returned from a hiking...
You are what you eat By Tom Dougherty Success always leaves clues. You find the winning formula for success in Wheaties Cereal. It’s never been a “candy” cereal marketed by a singular spokes figure (like Cap’n Crunch or Snap, Crackle, and Pop). Wheaties sold its...
Woke marketing is not gender neutral By Tom Dougherty Gender Neutral. Woke up. The best marketing never feels like it’s marketing. It feels natural, direct, genuine. We polish the worst marketing with political correctness and ambiguous woke phrases. I am a branding...
Will your brand survive 2022? By Tom Dougherty Will your brand survive 2022? Wow. What a year 2020 was. 2020 was an eye-opener. If your brand was lucky enough to get through the storm without damage, good for you. But don’t think for a moment that you are safe from...
Is negative brand messaging a mistake? By Tom Dougherty A negative brand message? Remember the brand name. Negative ideas are more memorable. It’s that simple. A few years ago, Stealing Share launched a medical biologic brand. Biomimetic Therapeutics...
A comprehensive rebranding project By Tom Dougherty The complete comprehensive rebranding The most potent brands look, feel, and sound just like the target audience that the brand targets. It is part of brand anthropology (the scientific study of human interactions...
