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TOM DOUGHERTY’S OPINIONS

The Snickers brand: Does humor really work?

  The Snickers brand and humor  Tom Dougherty, CEO - Stealing Share 21 January 2021The Snickers brand: Does humor really work?Have any of you ever thought about the Snickers brand name? It suggests humor. A snicker at some joke or comment. In reality, it was...

Car commercials: Why are they always the same?

 Car commercials Tom Dougherty, CEO - Stealing Share18 January 2021Car commercials: Why are they always the same?It often amazes me how some brands live in the dark when it comes to knowing their competition. Nowhere does that situation exist more than in...

Brand identity: How it actually works

  Brand identity  Tom Dougherty, CEO - Stealing Share 11 January 2021Brand identity: How it actually worksLast week, I presented two examples of new logos that simply didn’t have a reason to exist. On the flip side, I now present an example of brand identity...

Logo development: Not just a pretty picture

  Logo development  Tom Dougherty, CEO - Stealing Share 7 January 2020Logo development: Not just a pretty pictureLogo development represents one of many services we at Stealing Share offer. But there has to be a reason for it. And it must reflect the...

The Coca-Cola brand: Meaning dictating action

The Coca-Cola brand Tom Dougherty, CEO - Stealing Share 30 December 2020 The Coca-Cola brand: Meaning dictating action The year 2020 has produced many challenges for brands, reacting to new trends. But really, they were trends that already existed but just became more...

Market leaders: They’re just settling for you

  Market leaders  Tom Dougherty, CEO - Stealing Share 28 December 2020Market leaders: They’re just settling for youThe success of Wonder Woman 1984 on HBO Max and Soul on Disney+ over the holiday weekend got me thinking. Those streamers are probably feeling...

Changes in marketing: What it really means to pivot

  Changes in marketing  Tom Dougherty, CEO - Stealing Share 21 December 2020Changes in marketing: What it really means to pivotEach year, the Association of National Advertisers announces a marketing word of the year. In my mind, they are usually silly. But...

The simplest marketing strategy: Simplicity itself

  Marketing strategy - Simplicity  Tom Dougherty, CEO - Stealing Share 17 December 2020The simplest marketing strategy: Simplicity itselfI could pick on just about any category. But I’m harping on the medical devices category because few segments fall so...

A look at the insulting AT&T commercial

  The insulting AT&T commercial  Tom Dougherty, CEO - Stealing Share 9 December 2020A look at the insulting AT&T commercialI generally like the AT&T Wireless commercials, even if I don’t think they do much. But Milana Vayntrub’s Lily is an...

Authentic marketing emerges – or has it?

  Authentic marketing  Tom Dougherty, CEO - Stealing Share 7 December 2020Authentic marketing emerges – or has it?We’ve seen many marketers adapt to the pandemic, with varying results. One strategy that’s emerged is the rise of authentic marketing. What do I...

Successful brands leverage scarcity and exclusivity

  Successful brands  Tom Dougherty, CEO - Stealing Share 2 December 2020Successful brands leverage scarcity and exclusivityIt’s a simple fact. Successful brands are the ones that are seemingly exclusive. As though you’re part of a club with only a few select...

Cereal marketing takes a step back

  Cereal marketing  Tom Dougherty, CEO - Stealing Share 30 November 2020Cereal marketing takes a step backWoe is the brand that buys into a trend, thinking it guarantees long-term success. Look at breakfast cereals, a category struggling. Or at least until...

Effective marketing: How to be noticed

  Effective marketing  Tom Dougherty, CEO - Stealing Share 25 November 2020Effective marketing: How to be noticedMars, the maker of so many products it could go toe to toe with giant P&G, conducted a study that found marketers have about two seconds to...

Fast food marketing: Avoid inside-out thinking

  Fast food marketing  Tom Dougherty, CEO - Stealing Share 23 November 2020Fast food marketing: Avoid inside-out thinkingThis is going to sound like a slam on White Castle, but it’s not. It’s just that the fast food chain is promoting an element that’s...

Forget the breweries, only beer branding works

  Beer branding  Tom Dougherty, CEO - Stealing Share 18 November 2020Forget the breweries, only beer branding worksHaving worked with many craft beer brands, we at Stealing Share know many have one hang-up when it comes to stealing market share. They believe...

Avoiding brand drift: Why it’s important

  Avoiding brand drift  Tom Dougherty, CEO - Stealing Share 16 November 2020Avoiding brand drift: Why it's importantOne of the most delightful brands today remains Duluth Trading Company. You know the TV ads. The simple, pencil-drawn animation. The...

Retail branding: House of brands or branded house?

  Retail branding with a house of brands  Tom Dougherty, CEO - Stealing Share 12 November 2020Retail branding: House of brands or branded house?Retailers are always looking for ways out of their holes. So what do they do? In at least one case of retail...

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

  CPG Marketing  Tom Dougherty, CEO - Stealing Share 9 November 2020CPG marketing: Nothing’s changed because of COVID-19Like any other sector, CPG marketing must consider the effects of buying habits in this COVID-19 era. Or does it? A recent report suggests...

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