Blog
TOM DOUGHERTY’S OPINIONS
Understanding Market Maturity
Understanding Market Maturity Understanding Market Maturity. It May Be A Hidden Mature Market Think about market maturity. The TV set market would seem to be the last market to be described as immature. After all, television has been a significant part of our lives...
BlackBerry Failed. Marketing lessons to be learned.
BlackBerry Failed. Marketing lessons to be learned. The world truly changed in 1999. We saw Europe introduce the Euro. Then, the tragedy at Columbine, the world was dealing with Kosovo and SpongeBob SquarePants debuted. But the world also saw a revolution in...
The Microsoft Surface ad still doesn’t get it
The Microsoft Surface ad still doesn’t get it The newest Microsoft Surface ad aims to replicate the brilliant I’m a Mac I’m a PC ads from years ago. You remember those spots. Starring Justin Long and John Hodgman, they compared the brands as personalities. Watching...
The General Insurance Company does the unthinkable
The General Insurance Company does the unthinkable Nearly all marketing and branding efforts fail because brands simply refuse to be honest with themselves. That’s why the brand refresh, as it’s calling it, from The General Insurance Company is so intriguing. The...
The top 4 reasons to rebrand – quick checklist
The top 4 reasons to rebrand – or why you’re losing If we’re being bluntly honest, most companies have many reasons to rebrand. That’s because most brands simply don’t take advantage of the opportunities staring right at them. Most brands are meaningless. Often...
Why are local TV stations still called by a number?
17 February 2021Why are local TV stations still branded by a number? There are many reasons why local TV stations are falling behind. But here’s one to consider. Why do they continue to brand themselves with an outdated number? I’ll give you an example. Here in North...
Brand loyalty: Grape Nuts, Burger King
Brand loyalty: Grape Nuts, Burger King You’d have trouble finding two brands as dissimilar as Grape Nuts and Burger King. But both serve as interesting test cases in brand loyalty. Post announced that Grape-Nuts will be back on the shelves next month. Bringing cheers...
Text marketing: It’s still about beliefs
10 February 2021Text marketing: It’s still about beliefs At Stealing Share, we continually track consumer behavior, including the effects of COVID-19 on decision making. Lately, we’ve found that text marketing is becoming a better avenue for brands to reach consumers...
T-Mobile TV ad: Missing an opportunity
T-Mobile TV ad: Missing an opportunity I wish I could say the publicist-driven T-Mobile not-quite Super Bowl ad deserves its social media popularity. But like all but one of this year’s Super Bowl ads, it ruined its opportunity. The phone carrier promoted a spot with...
The mystery of great advertising: The Amazon Super Bowl spot
The mystery of great advertising: The Amazon Super Bowl spot Ever have watched a TV ad you intuitively understand to be great advertising but don’t know why. That’s the great mystery you may feel about Amazon’s upcoming Super Bowl ad. "Few are driven by...
A case study in marketing research strategy: Old Spice
A case study in marketing research strategy: Old Spice In the upcoming Old Spice TV spot, owner Proctor & Game employs a marketing research strategy few actually try. Let alone accomplish. Most, even Old Spice, miss the point entirely. P&G’s research found...
Pharma marketing: How to be heard above the noise
20 November 2020Pharma marketing: How to be heard above the noise We love our pharmaceuticals – and Big Pharma knows it. That’s why more than $6 billion are spent in pharma marketing, just in the US alone. What other industry spends so much? We all have seen the...
Don’t be a branding fail: 3 questions to ask yourself
23 October 2020Don’t be a branding fail: Three questions to ask yourself Fast Company published a list of the 25 most spectacular branding fails of the last 25 years yesterday. And you can read about them here. But what’s more interesting is asking how a branding fail...
How to create emotional tech marketing
15 October 2020How to create emotional tech marketing For as advanced as the tech world is becoming, tech marketing remains in the Stone Age. Since the unveiling of Apple’s iPhone more than 13 years ago, the industry has exploded. Both on the consumer end and B2B. But...
Grocery market strategies to grow market share
18 September 2020Grocery market strategies to grow market share The grocery market has come a long way since its early days. The first stores were really social interactions, as strange as that might sound. Customers simply made a list of things they needed and the...
Beer Rebranding. Market Share Study.
"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 category A beer rebranding market study? Yup. The beer market...
Why the GameStop brand: The stock breaking the short sellers
29 January 2021Why the GameStop brand: The stock breaking the short sellers I won’t go deep into the stock-buying frenzy around the GameStop brand currently pushed by those angry with Wall Street and posting on Reddit. Here’s a good explainer from the Associated...
