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TOM DOUGHERTY’S OPINIONS.

Brand purpose is not what many think it is

  Brand Purpose   Tom Dougherty, CEO - Stealing Share 10 December 2018 Brand purpose is not what many think it is So, the marketing term of the year is Brand Purpose, as chosen by the Association of National Advertisers. And what do they use to demonstrate such a term...

Retail market changes are akin to climate change

  Retail market changes   Tom Dougherty, CEO - Stealing Share 6 December 2018 Retail market changes are akin to climate change Are you paying attention to the many retail market changes? I am. Some fundamental changes are afoot. I believe the days of large generalized...

Burger King marketing butt of its own joke

  Burger King marketing   Tom Dougherty, CEO - Stealing Share 5 December 2018 Burger King marketing butt of its own joke Burger King marketing has really gone off the rails. It’s giving away Whoppers for a penny if you order them within 600 feet of a McDonald’s, using...

Does Krave Jerky mark a change in beef jerky?

  Krave Jerky   Tom Dougherty, CEO - Stealing Share 4 December 2018 Does Krave Jerky mark a change in beef jerky? I’ve been fortunate enough (and I say that with the utmost level of sarcasm) to have tried a litany of diets. Most of them are fads, such the newly...

George HW Bush, a public servant we don’t have anymore

  George HW Bush   Tom Dougherty, CEO - Stealing Share 3 December 2018 George HW Bush, the kind of public servant we don't have anymore It’s dangerous for a brand guy like me to wade into political waters. What I say can be interpreted as the way I feel politically,...

AT&T customer service needs a complete overhaul

  AT&T customer service   Tom Dougherty, CEO - Stealing Share 29 November 2018 AT&T customer service needs a complete overhaul There have been times in my 60-plus years when I have felt completely helpless. Like when when my alma mater, the Temple Owls, lost...

The power of the Amazon brand: Inviting it into our lives

  Amazon brand   Tom Dougherty, CEO - Stealing Share 28 November 2018 The power of the Amazon brand: Inviting it into our lives Between Black Friday and Cyber Monday, the Amazon brand receives some of its biggest shopping days. In fact, Cyber Monday was the single...

Developing brand trust

  Brand Trust   Tom Dougherty, CEO - Stealing Share 27 November 2018 Developing brand trust Brand trust is an old story. And often misunderstood. Marketers believe developing trust in a brand simplifies purchasing behavior. In a sense, they are correct.But they...

Liberty Mutual brand goes vanilla

  Liberty Mutual brand   Tom Dougherty, CEO - Stealing Share 25 November 2018 Liberty Mutual brand goes vanilla The cost of clarity is the risk of offense. That’s a mantra we take pretty seriously at Stealing Share. And one the Liberty Mutual brand should consider...

Finally, a leaf blower that works: Stihl

  Stihl   Tom Dougherty, CEO - Stealing Share 20 November 2018 Finally, a leaf blower that works: Stihl I love autumnal weather. The temp is perfect, the scent is crisp and the colors are brilliant. But dang it, if I can't stand anything, it’s managing leaves strewn...

The tragedy of the Hardees brand

  Hardees brand   Tom Dougherty, CEO - Stealing Share 19 November 2018 The tragedy of the Hardees brand What has happened to the Hardees brand? A few weeks ago, I wrote that the new ad from Carls Jr (Hardees western US partner) was simply an amusement for those at...

Walmart delivery idea represents a great opportunity

  Walmart delivery   Tom Dougherty, CEO - Stealing Share 15 November 2018 Walmart delivery idea represents a great opportunity Buried deep inside a report that Ford and Walmart delivery are teaming up sits an interesting tidbit. The service, now in pilot stage in...

A company changes its name to RTW Retailwinds?

  RTW Retailwinds   Tom Dougherty, CEO - Stealing Share 14 November 2018 A company changes its name to RTW Retailwinds? The women’s apparel retailer, New York & Company, changes its name to RTW Retailwinds. And I think the new name sucks.Greg Scott, Chief...

Fake Facebook friends, just like MySpace

  Fake Facebook friends   Tom Dougherty, CEO - Stealing Share 13 November 2018 Fake Facebook friends, just like MySpace For a short while, I was becoming a Facebook junkie. Er, perhaps the word junkie is too intense. Rather, my use of the site had become routine in my...

Grocery brands and…yoga?

  Grocery brands   Tom Dougherty, CEO - Stealing Share 12 November 2018 Grocery brands and…yoga? I first thought it was all pretty stupid. Grocery brands trotting out yoga classes, on-site breweries and jazz pianists to attract customers. I mean, how desperate can you...

Carls Jr brand only amuses itself

  Carls Jr brand   Tom Dougherty, CEO - Stealing Share 8 November 2018 Carls Jr brand only amuses itself In the world of fast food, I’ve always been impressed with the Carls Jr brand (along with its East Coast counterpart, Hardees). It’s been a no apology, eat it like...

AT&T brand screws its DirecTV NOW customers

  AT&T brand   Tom Dougherty, CEO - Stealing Share 7 November 2018 AT&T brand screws its DirecTV NOW customers AT&T ends its $15 credit on DirecTV NOW for its unlimited wireless subscribers, once again demonstrating that the AT&T brand doesn’t...

Kia cars make strides, but not the Kia brand

  Kia brand   Tom Dougherty, CEO - Stealing Share 6 November 2018 Kia cars make strides, but not the Kia brand Several years ago, I titled a post with a proclamation: “Kia is taking the next step.” That was five years ago, and since, the Korean automotive manufacturer...

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