Blog

TOM DOUGHERTY’S OPINIONS

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...

Holiday marketing: Be different and better

  Holiday marketing  Tom Dougherty, CEO - Stealing Share 5 November 2020Holiday marketing: Be different and better​As we all refresh our browsers, nervously looking for election results, guess what’s coming after the dust settles? The holidays. And we’ve...

Using foul language in marketing

  Foul language in marketing   Tom Dougherty, CEO - Stealing Share 2 November 2020 Using foul language in marketing There have been times when we at Stealing Share haven’t been afraid to use foul language in our own marketing. “Don’t use the same old shit”...

Wine marketing and marketing tone

  Wine marketing   Tom Dougherty, CEO - Stealing Share 30 October 2020 Wine marketing and marketing tone​ In this time of COVID-19, many marketers are asking themselves what tone they should take. Be serious. Ignore it all. Or just be happy. The world of...

Marketing tactics: Make them simple

  Marketing tactics   Tom Dougherty, CEO - Stealing Share 27 October 2020 Marketing tactics: Make them simple It often amazes me how one of the simplest marketing tactics can receive applause from within and outside a company. Take, for example, Morton’s....

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...

Share This