Blog

TOM DOUGHERTY’S OPINIONS

News media and Larry King: How times have worsened

News media and Larry King: How times have changed When hearing of Larry King’s death at the age of 87, my first thought was: My, how things have changed. I was thinking of the state of current news media. Especially among the cable news networks. When King reigned on...

Current Beer Market Strategies for Growing

Adapting to the current beer marketThe Current Beer Market The beer market is as fragmented as any market in the world. Large beer producers dominated the beer market for many years. Today, it is splintered into many beer brands. One report claims 19,000 brewing...

The Snickers brand: Does humor really work?

The Snickers brand: Does humor really work? Have any of you ever thought about the Snickers brand name? It suggests humor. A snicker at some joke or comment. In reality, it was named by the Mars family after a beloved horse in 1930. Who knew? But Snickers brings up an...

Car commercials: Why are they always the same?

Car commercials: Why are they always the same? It often amazes me how some brands live in the dark when it comes to knowing their competition. Nowhere does that situation exist more than in car commercials. How can you tell the difference? Let me explain. Hyundai is...

COVID-19 advertising: What works and what doesn’t

COVID-19 Advertising: Nothing's changed COVID-19 advertising: What works and what doesn’tThe question many marketers are asking themselves during this time is this: What tone should we adopt in our COVID-19 advertising? Should it be soft and warm? Comforting and...

Permanent changes in purchase choices

Permanent changes in purchase choices Marketers must adapt to customer changes. Mass changes in lifestyles sweep over purchasing behaviors. Some are permanent. Others transient. No doubt you have witnessed these changes. They seem difficult to label in a way that is...

What drives Millennial consumers?

  What drives Millennial consumers? Who are the Millennial consumers? The bane of a Generation X’s parenting, and the most desired demographic in marketing. They are the ones reaching adulthood around the turn of the 21st century, generally born in the late 80s...

The Coca-Cola brand: Meaning dictating action

The Coca-Cola brand: Meaning dictating action The year 2020 has produced many challenges for brands, reacting to new trends. But really, they were trends that already existed but just became more intensive. Take the Coca-Cola brand, for example. One of the greatest...

Beverage brands shouldn’t gloat about the decline of beer sales

Beverage brands shouldn’t gloat about the decline of beer sales  Beverage brands shouldn’t gloat about the decline of beer sales So, the beer industry is seeing a drop in sales for the third straight year, and beverage brands from other sectors of the market are...

A Sears rebranding leading to the chain’s eventual death

A Sears rebranding leading to the chain’s eventual deathThe Sears brand will finally die. Finally. Just seven months after a Sears rebranding revealed a new logo and brand positioning, the once proud retailer stands on the brink of another bankruptcy. As CNN points...

The simplest marketing strategy: Simplicity itself

The simplest marketing strategy: Simplicity itself I could pick on just about any category. But I’m harping on the medical devices category because few segments fall so short in developing the best marketing strategy. Just make it simple, stupid. Medical devices...

The cannibalization of the bottled water brands

  The cannibalization of the bottled water brands Got milk, anyone? Apparently not. Sales of milk dropped 13% over the last eight years, signaling a trend that affects many industries and brands. For example, it’s led to the rise of bottled water brands, which...

Fast food fads don’t work

McDonald’s copying Popeyes: Why fast food fads don’t work Few brands openly copy one another more often than fast food chains. Because so few of them hold meaningful brands, they grab onto whatever’s working over there to increase market share. The result is fast food...

Authentic marketing emerges – or has it?

Authentic marketing emerges – or has it? We’ve seen many marketers adapt to the pandemic, with varying results. One strategy that’s emerged is the rise of authentic marketing. What do I mean by that? Well, consider this. A study by the State of Customer Marketing says...

Dental brands: Why they are their own worst enemies

  Dental brands: Why they are their own worst enemies Like most industries, dentistry faces consolidation as the number of Dental Service Organizations (DSOs) grows. There are numerous reasons for this, but their growth signifies change happening in the category....

The meatless food category: What’s next?

  The meatless food category: How it's succeeding, and where it goes from here Sometimes, there really is something in a name. For example, what do you call the meatless food category? Is meatless food enough? You've probably also heard alternative food,...

Successful brands leverage scarcity and exclusivity

Successful brands leverage scarcity and exclusivity It’s a simple fact. Successful brands are the ones that are seemingly exclusive. As though you’re part of a club with only a few select members. A kind of scarcity exists. As Groucho Marx says, “I refuse to join any...

Cereal marketing takes a step back

Cereal marketing takes a step back Woe is the brand that buys into a trend, thinking it guarantees long-term success. Look at breakfast cereals, a category struggling. Or at least until now. With COVID-19 forcing many of us to work from home, cereal marketing is...