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TOM DOUGHERTY’S OPINIONS

A case study in branding permission: Mucinex and Sickwear

  Branding permission  Tom Dougherty, CEO - Stealing Share 19 October 2020A case study in branding permission: Mucinex and SickwearBranding permission can be a strange thing. It may look like audiences give you the OK to move into another category. Based on...

Don’t cheap out on your consumer research

  Consumer research   Tom Dougherty, CEO - Stealing Share 14 October 2020 Don’t cheap out on your consumer research There’s a big and important difference between what many brands are doing and what they need to do when it comes to consumer research....

Fast food marketing: Too often it’s just a temporary fix

  Fast food marketing   Tom Dougherty, CEO - Stealing Share 12 October 2020 Fast food marketing: Too often it’s just a temporary fix My first reaction to seeing the McDonalds’ Travis Scott meal ad was, “What the...?” Fast food marketing can often be pretty...

Fixing the major issue for the retail industry? Not so fast.

  Fixing the retail industry   Tom Dougherty, CEO - Stealing Share 8 October 2020 Fixing the major issue for the retail industry? Not so fast. The major issue facing the retail industry is, of course, the explosion of online shopping. Especially on Amazon....

Fast food branding: It’s the only way to win

  Fast food branding   Tom Dougherty, CEO - Stealing Share 5 October 2020 Fast food branding: It’s the only way to win Fast food branding is an interesting beast. The category is extremely competitive. Too many brands think changing their menus is the key to...

Retail redesign: Cracking the code

  Retail redesign  Tom Dougherty, CEO - Stealing Share 30 September 2020Retail redesign: Cracking the codeBrick and mortar retailers often believe all that’s needed to get customers back in the store is simply a retail redesign. Yes, let’s change up things...

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...

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