Blog

TOM DOUGHERTY’S OPINIONS

T-Mobile TV ad: Missing an opportunity

T-Mobile TV ad: Missing an opportunity

T-Mobile TV ad: Missing an opportunity I wish I could say the publicist-driven T-Mobile not-quite Super Bowl ad deserves its social media popularity. But like all but one of this year’s Super Bowl ads, it ruined its opportunity. The phone carrier promoted a spot with...

The mystery of great advertising: The Amazon Super Bowl spot

The mystery of great advertising: The Amazon Super Bowl spot

The mystery of great advertising: The Amazon Super Bowl spot Ever have watched a TV ad you intuitively understand to be great advertising but don’t know why. That’s the great mystery you may feel about Amazon’s upcoming Super Bowl ad.    "Few are driven by...

A case study in marketing research strategy: Old Spice

A case study in marketing research strategy: Old Spice

A case study in marketing research strategy: Old Spice In the upcoming Old Spice TV spot, owner Proctor & Game employs a marketing research strategy few actually try. Let alone accomplish. Most, even Old Spice, miss the point entirely. P&G’s research found...

Why the GameStop brand: The stock breaking the short sellers

Why the GameStop brand: The stock breaking the short sellers

Why the GameStop brand: The stock breaking the short-sellers I won’t go deep into the stock-buying frenzy around the GameStop brand currently pushed by those angry with Wall Street and posting on Reddit. Here’s a good explainer from the Associated Press, if you want...

News media and Larry King: How times have worsened

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...

The Snickers brand: Does humor really work?

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?

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...

The Coca-Cola brand: Meaning dictating action

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...

The simplest marketing strategy: Simplicity itself

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...

Authentic marketing emerges – or has it?

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...

Successful brands leverage scarcity and exclusivity

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

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...

Effective marketing: How to be noticed

Effective marketing: How to be noticed

Effective marketing: How to be noticed Mars, the maker of so many products it could go toe to toe with giant P&G, conducted a study that found marketers have about two seconds to grab someone’s attention. If that’s true, then how can you develop effective...

Fast food marketing: Avoid inside-out thinking

Fast food marketing: Avoid inside-out thinking

Fast food marketing: Avoid inside-out thinking This 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 representative of what ails most fast food marketing. Most of it looks inside-out. Rather...

Pharma marketing: How to be heard above the noise

Pharma marketing: How to be heard above the noise

Pharma marketing: How to be heard above the noise We love our pharmaceuticals – and Big Pharma knows it. That’s why more than $6 billion are spent in pharma marketing, just in the US alone. What other industry spends so much? We all have seen the litany of insurance...

Forget the breweries, only beer branding works

Forget the breweries, only beer branding works

Forget the breweries, only beer branding works Having 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 their breweries – not their beer branding - is the key to success. Oh, many...

Avoiding brand drift: Why it’s important

Avoiding brand drift: Why it’s important

Avoiding brand drift: Why it's important One of the most delightful brands today remains Duluth Trading Company. You know the TV ads. The simple, pencil-drawn animation. The willingness to go there. But the new spot featuring its women’s line is a prime example of...

Retail branding: House of brands or branded house?

Retail branding: House of brands or branded house?

Retail 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 branding, a chain is evolving into a house of brands. Target, the retailer always chasing its own tail to...

CPG marketing: Nothing’s changed because of COVID-19

CPG marketing: Nothing’s changed because of COVID-19

CPG marketing: Nothing’s changed because of COVID-19 Like any other sector, CPG marketing must consider the effects of buying habits in this COVID-19 era. Or does it? A recent report suggests the reasons for the choice are not all that different than before the...

Using foul language in marketing

Using foul language in marketing

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” was a slogan we used once. We think we’re no longer living in the 20th century. When saying a...