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TOM DOUGHERTY’S OPINIONS

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...

COVID-19 marketing enters a new phase: Disinfectant labeling

  COVID-19 marketing   Tom Dougherty, CEO - Stealing Share 13 July 2020 COVID-19 marketing enters a new phase: Disinfectant labeling Lost in the think pieces (including my own) of COVID-19 marketing lies something few of us considered. The effect of the...

The Zoom brand shouldn’t play it safe moving forward

  The Zoom brand   Tom Dougherty, CEO - Stealing Share 7 July 2020 The Zoom brand shouldn’t play it safe moving forward The Zoom brand is one consumer service that’s becoming synonymous with success during the global pandemic. Which is why it needs to be as...

Money drives Washington Redskins name change

  Washington Redskins   Tom Dougherty, CEO - Stealing Share 6 July 2020 Money drives Washington Redskins name change In the 1976 classic All the President’s Men, Deep Throat becomes agitated with Bob Woodward (played by Robert Redford) over his lack of...

MLB return in jeopardy, so is the sport itself

  MLB return?   Tom Dougherty, CEO - Stealing Share 16 June 2020 MLB return in jeopardy, so is the sport itself An MLB return to play would be more important to that sport than any other, yet major league baseball finds itself on the brink of disaster over...

The NASCAR rebrand finally arrives

  NASCAR rebrand   Tom Dougherty, CEO - Stealing Share 15 June 2020 The NASCAR rebrand finally arrives The NASCAR rebrand continues, a long journey from its beginning. The stock car racing organization holds roots in the South when bootleggers during...

League accepting NFL protests. Tide turning?

  NFL protests   Tom Dougherty, CEO - Stealing Share 9 June 2020 League accepting NFL protests. Tide turning? If there’s one thing we’ve learned over the past few days, it’s that the NFL players own a lot more power than they (or we) previously thought. The...

Right now. OUR brand matters most of all.

  Our brand   Tom Dougherty, CEO - Stealing Share 2 June 2020 Right now. OUR brand matters most of all. These are the strangest of times — none like I can ever remember or could have imagined. And I can’t help but feel the world is cascading into an...

Brands surprisingly respond to Black Lives Matter, sensing change

  Black Lives Matter   Tom Dougherty, CEO - Stealing Share 1 June 2020 Brands surprisingly respond to Black Lives Matter, sensing change Few institutions are more wary of diving into the ocean of social issues than corporate America. So it was surprising and...

HBO Max finally arrives, and what it says about streaming’s future

  HBO Max arrives   Tom Dougherty, CEO - Stealing Share 28 May 2020 HBO Max finally arrives, and what it says about streaming’s future Because we're all being shut in to prevent the spread of COVID-19, streaming TV is booming. And new services are popping up...

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