Blog
TOM DOUGHERTY’S OPINIONS
Travel marketing: Now is the time to re-evaluate
Travel marketing Tom Dougherty, CEO - Stealing Share 28 September 2020 Travel marketing: Now is the time to re-evaluate Those in travel marketing are certainly asking themselves, “Should we market our destinations now or wait?” The current COVID-19...
Brand renaming: Uncle Ben and Aunt Jemima
Brand renaming Tom Dougherty, CEO - Stealing Share 24 September 2020Brand renaming: Uncle Ben and Aunt JemimaBrand renaming is not as simple as it sounds. Consider the Uncle Ben and Aunt Jemima brands. The names, loved by many, are changing in response to...
Social issue branding is here to stay
Social issue branding Tom Dougherty, CEO - Stealing Share 21 September 2020Social issue branding is here to stayIt wasn’t that long ago when company executives would say, “It’s all about the bottom line.” No more. Today’s social upheaval is changing the...
B2B marketing: It is dead. In a way.
B2B marketing Tom Dougherty, CEO - Stealing Share 15 September 2020 B2B marketing: It is dead. In a way. On the Brand Insider podcast, Carla Pineyro Sublett, the CMO of NI (National Instruments), offers this quote: “There is no B2B vs B2C. We’re...
Marketing importance: What CEOs are realizing
Marketing importance Tom Dougherty, CEO - Stealing Share 8 September 2020 Marketing importance: What CEOs are realizing Companies often joke that marketing is the toy department. Fun, but not really needed. However, marketing importance is rising. A...
Snoop and the Corona beer brand: A perfect match
Corona beer brand Tom Dougherty, CEO - Stealing Share 29 November 2016 Snoop and the Corona beer brand: A perfect match It’s rare, extremely rare, when the brands of a spokesperson and the product match up so perfectly as they do with Snoop Dogg and the...
Canvas answers the needs of students
Canvas Tom Dougherty, CEO - Stealing Share 20 August 2020 Canvas answers the needs of students Our education system is in a sticky place. I should know. My eldest son works in school administration and his wife is a professor. These days have been...
Mazda ad with smart tagline for COVID-19 era
Mazda ad Tom Dougherty, CEO - Stealing Share 19 August 2020 Mazda ad with smart tagline for COVID-19 era - but little else Yesterday, Stealing Share published a report on advertising during the COVID-19 era. Our conclusions were that brands were simply...
Movie studios headed back to the 40s
Movie studios Tom Dougherty, CEO - Stealing Share 17 August 2020 Movie studios headed back to the 40s If you needed any proof things in Hollywood are changing dramatically, look no further than Friday’s ruling by a federal judge that ends the Paramount...
Disney and 20th Century Fox: The hard truth about acquisitions
20th Century Fox Tom Dougherty, CEO - Stealing Share 13 August 2020 Disney and 20th Century Fox: The hard truth about acquisitions When Disney bought the studio 20th Century Fox, it proclaimed the strength and essence of the 20th Century Fox brand. The...
Shutting down college football is the least of our concerns
College football Tom Dougherty, CEO - Stealing Share 12 August 2020 Shutting down college football is the least of our concerns Shut it all down. That was my initial reaction to the Big 10 and Pac 12 cancelling college football for the fall. All...
The $100 Fat Tire beer? It’s right on brand.
Fat Tire beer Tom Dougherty, CEO - Stealing Share 10 August 2020 The $100 Fat Tire beer? It’s right on brand. I often write about brand permission because most brands fail to understand it and, therefore, leave opportunities unclaimed. Not so with the...
Got Milk is back, but without its main appeal
Got Milk? Tom Dougherty, CEO - Stealing Share 7 August 2020 Got Milk is back, but without its main appeal Remember the Got Milk campaign from the 90s? How could you forget? Because in what became a satire of lazy marketing, businesses around the country...
Beyond Meat ad shows progress, but miles to go
Beyond Meat ad Tom Dougherty, CEO - Stealing Share 5 August 2020 Beyond Meat ad shows progress, but miles to go A little more than a year ago, I wrote that the new Beyond Meat ad was interesting but failed to include the customer in it.It seems the...
What would Microsoft even do with TikTok?
Microsoft and TikTok Tom Dougherty, CEO - Stealing Share 4 August 2020 What would Microsoft even do with TikTok? I'll admit I knew little about TikTok, other than it’s Chinese-owned and President Trump wants to ban it unless a US company owns a stake in...
Can movie theaters become brands?
Movie theaters Tom Dougherty, CEO - Stealing Share 3 August 2020 Can movie theaters become brands? If there’s one thing we’ve learned past four months, the COVID-19 pandemic speeds up trends already in motion. Car lots and grocery stores are becoming...
The hybrid schooling model exasperates problems
Hybrid schooling model Tom Dougherty, CEO - Stealing Share 29 November 2016 The hybrid schooling model exasperates problems Oh, how I would hate to hold a public office right now. Worse than that, a superintendent of a school district (especially in my...
SchoolMaskPack works within Crayola’s brand – and kids’ personalities
SchoolMaskPack Tom Dougherty, CEO - Stealing Share 29 November 2016 SchoolMaskPack works within Crayola’s brand – and kids’ personalities As a grandparent of two, I worry about kids going back to school this fall (or next month in some cases). For...