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TOM DOUGHERTY’S OPINIONS

JCPenney bankruptcy expected, COVID-19 or not

  JCPenney bankruptcy   Tom Dougherty, CEO - Stealing Share 18 May 2020 JCPenney bankruptcy expected, COVID-19 or not When news of the JCPenney bankruptcy spread over the weekend, was anyone surprised? The retailer can blame the COVID-19 virus all it wants....

BJ’s Wholesale hits the right tone, approach

  BJ's Wholesale Club   Tom Dougherty, CEO - Stealing Share 14 May 2020 BJ’s Wholesale hits the right tone, approach We’re all watching brands struggle marketing during this time of quarantine. And, for the most part, they are merely doing the expected. Not...

COVID-19 effects: What lasts, and what doesn’t

  COVID-19 effects   Tom Dougherty, CEO - Stealing Share 11 May 2020 COVID-19 effects: What lasts, and what doesn’t I’m fascinated by the changes the COVID-19 virus imposes on products as consumer habits change. For example, the COVID-19 effects produce an...

Wear your masks: It’s fast becoming the (required) new normal

  Wear your masks   Tom Dougherty, CEO - Stealing Share 4 May 2020 Wear your masks: It’s fast becoming the (required) new normal In thinking about what the world will be like in the post COVID-19 era (or at least, the adaption to it), I think I’ve witnessed...

It’s a start: NCAA athletes benefiting from their likenesses

  NCAA athletes   Tom Dougherty, CEO - Stealing Share 30 April 2020 It’s a start: NCAA athletes benefiting from their likenesses It’s not perfect, but NCAA athletes being allowed to profit off their likeness is a start in the right direction for amateur...

What will the post COVID-19 landscape look like?

  Post COVID-19   Tom Dougherty, CEO - Stealing Share 29 April 2020 What will the post COVID-19 landscape look like? I’ve been thinking a lot recently about what the world will look like once the economy opens back up (post-vaccine or otherwise). What will...

Strangely, the new Burger King TV ad works in today’s times

  Burger King TV ad   Tom Dougherty, CEO - Stealing Share 27 April 2020 Strangely, the new Burger King TV ad works in today’s times Amid all the ads we’ve seen of brands telling us that they care and we’ll all get through this, one TV spot actually stands...

American Airlines TV ad dismisses the most important part

  American Airlines TV ad   Tom Dougherty, CEO - Stealing Share 23 April 2020 American Airlines TV ad dismisses the most important part The new American Airlines TV ad, its first in four years, is quite creative in how the brand was able to assemble it. But...

The NFL Draft: The league gets lucky

  The NFL Draft   Tom Dougherty, CEO - Stealing Share 22 April 2020 The NFL Draft: The league gets lucky I’m not the biggest NFL fan (I prefer the college level), but I do find the actions of sports’ most valuable brand interesting and often amusing. Gronk...

Why Apple’s iPhone SE will become THE mainstream smart phone

  iPhone SE   Tom Dougherty, CEO - Stealing Share 21 April 2020 Why Apple’s iPhone SE will become THE mainstream smart phone I’ve certainly been writing quite a bit about our COVID-19 messaging model that tracks the changes in human motivators during this...

Grocery brands missing today’s opportunity

  Grocery brands   Tom Dougherty, CEO - Stealing Share 20 April 2020 Grocery brands missing today’s opportunity Inserted in an interview with Kroger CEO Rodney McMullen on the current state of grocery brands was an interesting tidbit about his own.“Customers...

Coldwell Banker ad fails with today’s human motivators

  Coldwell Banker ad in today's environment   Tom Dougherty, CEO - Stealing Share 16 April 2020 Coldwell Banker ad fails with today’s human motivators Marketers all over are desperately trying to find ways to impact target audiences during this time of the...

Marketing during COVID-19: A primer

  Marketing during COVID-19   Tom Dougherty, CEO - Stealing Share 6 April 2020 Marketing during COVID-19: A Primer So much is uncertain these days. And uncertainty often gives way to fear. That’s what many brands are feeling right now and why marketing...

Putting up their dukes: The COVID-19 education impact

  COVID-19 education impact   Tom Dougherty, CEO - Stealing Share 31 March 2020 Putting up their dukes: The COVID-19 education impact The following post on the COVID-19 education impact is written by freelance brand strategist Mark Dougherty, who serves as a...

NFL free agency at least provides a distraction

  NFL free agency   Tom Dougherty, CEO - Stealing Share 18 March 2020 NFL free agency at least provides a distraction Things are certainly in a strange place. People continue to be holed up and will be for the foreseeable future. All the while, a crazy NFL...

Stay in quarantine. It’s the least we can do.

  Stay in quarantine   Tom Dougherty, CEO - Stealing Share 16 March 2020 Stay in quarantine. It’s the least we can do. It seems ridiculous to write anything today concerning branding or marketing or whatever the latest inanity going on in the advertising...

The DirecTV brand is being left to die

  DirecTV brand   Tom Dougherty, CEO - Stealing Share 11 March 2020 The DirecTV brand is being left to die The DirecTV brand is dying and AT&T, its parent company, is letting it go, effectively abandoning it to focus its efforts on the upcoming AT&T...

Another victim of the coronavirus: The Summer Olympics

  Summer Olympics, coronavirus   Tom Dougherty, CEO - Stealing Share 9 March 2020 Another victim of the coronavirus: The Summer Olympics The coronavirus produces many effects. The nearly 4,000 dead worldwide with more than 111,000 people contracting the...

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