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TOM DOUGHERTY’S OPINIONS

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...

AirPods Pro missing marketing opportunity in COVID-19 world

  AirPods Pro   Tom Dougherty, CEO - Stealing Share 21 July 2020 AirPods Pro missing marketing opportunity in COVID-19 world Covid-19 has ushered in a new sense of normal for all of us, including us at Stealing Share. Gone are the blistering brain-storming...

Walmart mask mandate sends a powerful statement

  Walmart mask mandate   Tom Dougherty, CEO - Stealing Share 20 July 2020 Walmart mask mandate sends a powerful statement Today is an important day. Yep, because July 20, 2020 becomes the day the nation’s largest retailer requires its customers to wear...

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