Know your brand’s business

Know your brand’s business

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...
Wheaties— Breakfast of Champions

Wheaties— Breakfast of Champions

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...
Forget being woke in marketing. Be Authentic.

Forget being woke in marketing. Be Authentic.

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...
Right now. OUR brand matters most of all.

Right now. OUR brand matters most of all.

Our Brand By Tom Dougherty Right now. OUR brand matters most of all. These are the strangest of times — none like I can ever remember or could have imagined. And I can’t help but feel the world is cascading into an impending sea change. Tinderboxes, fused ever long...