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TOM DOUGHERTY’S OPINIONS

Wine marketing and marketing tone

Wine marketing and marketing tone

Wine marketing and marketing tone​ In this time of COVID-19, many marketers are asking themselves what tone they should take. Be serious. Ignore it all. Or just be happy. The world of wine marketing has taken to being happy. To the extreme. Yellow Tail’s new spot...

Marketing tactics: Make them simple

Marketing tactics: Make them simple

Marketing tactics: Make them simple It often amazes me how one of the simplest marketing tactics can receive applause from within and outside a company. Take, for example, Morton’s. The maker of salt whose navy blue packaging with the Morton Salt Girl resides in just...

Don’t be a branding fail: 3 questions to ask yourself

Don’t be a branding fail: 3 questions to ask yourself

Don’t be a branding fail: Three questions to ask yourself Fast Company published a list of the 25 most spectacular branding fails of the last 25 years yesterday. And you can read about them here. But what’s more interesting is asking how a branding fail happens in the...

A case study in branding permission: Mucinex and Sickwear

A case study in branding permission: Mucinex and Sickwear

A case study in branding permission: Mucinex and Sickwear Branding permission can be a strange thing. It may look like audiences give you the OK to move into another category. Based on your brand meaning. But it’s actually more complicated than that. When FedEx and...

How to create emotional tech marketing

How to create emotional tech marketing

How to create emotional tech marketing For as advanced as the tech world is becoming, tech marketing remains in the Stone Age. Since the unveiling of Apple’s iPhone more than 13 years ago, the industry has exploded. Both on the consumer end and B2B. But not on the...

Don’t cheap out on your consumer research

Don’t cheap out on your consumer research

Don’t cheap out on your consumer research There’s a big and important difference between what many brands are doing and what they need to do when it comes to consumer research. Basically, don’t skimp on it. Or your efforts will be all for naught. Dooblo, a provider of...

Fixing the major issue for the retail industry? Not so fast.

Fixing the major issue for the retail industry? Not so fast.

Fixing the major issue for the retail industry? Not so fast. The major issue facing the retail industry is, of course, the explosion of online shopping. Especially on Amazon. In reaction, many retailers simply cut costs, close stores, and wonder what could have been....

Fast food branding: It’s the only way to win

Fast food branding: It’s the only way to win

Fast food branding: It’s the only way to win Fast food branding is an interesting beast. The category is extremely competitive. Too many brands think changing their menus is the key to winning. And they will try anything to increase market share. Burger King remains...

Retail redesign: Cracking the code

Retail redesign: Cracking the code

Retail redesign: Cracking the code Brick and mortar retailers often believe all that’s needed to get customers back in the store is simply a retail redesign. Yes, let’s change up things INSIDE the store and customers will happily come on over! That’s a fool’s errand....

Travel marketing: Now is the time to re-evaluate

Travel marketing: Now is the time to re-evaluate

Travel marketing: Now is the time to re-evaluate Those in travel marketing are certainly asking themselves, “Should we market our destinations now or wait?” The current COVID-19 climate restricts travel. So many of those in the industry are taking a wait and see...

Brand renaming: Uncle Ben and Aunt Jemima

Brand renaming: Uncle Ben and Aunt Jemima

Brand renaming: Uncle Ben and Aunt Jemima Brand renaming is not as simple as it sounds. Consider the Uncle Ben and Aunt Jemima brands. The names, loved by many, are changing in response to today’s greater racial sensitivity. But their owners are also losing well-known...

Social issue branding is here to stay

Social issue branding is here to stay

Social issue branding is here to stay It 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 way executives think. A new study says a whopping 83% of executives feel their companies...

Grocery market strategies to grow market share

Grocery market strategies to grow market share

Grocery market strategies to grow market share The grocery market has come a long way since its early days. The first stores were really social interactions, as strange as that might sound. Customers simply made a list of things they needed and the grocer found them....

B2B marketing: It is dead. In a way.

B2B marketing: It is dead. In a way.

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 to people…B2B marketing, in particular in tech, is dead. Everybody’s running the...

Current bank market positioning advantages

Current bank market positioning advantages

​Grabbing Bank Market Share The bank market has changed It has been many years since small independent banks and thrifts dominated the bank market. Besides credit unions, the banking landscape has merged into a few mega-banks. It does not matter the region. East...

Marketing importance: What CEOs are realizing

Marketing importance: What CEOs are realizing

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 recent study of US senior executives says so. They say marketing is the most important area...

Current Beer Market Strategies for Growing

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...

Snoop and the Corona beer brand: A perfect match

Snoop and the Corona beer brand: A perfect match

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 Corona beer brand. You’ve seen the spots. They’re laid-back, beachy and somehow...

Canvas answers the needs of students

Canvas answers the needs of students

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 anything but easy, what with remote students signing in for work and lectures,...

Mazda ad with smart tagline for COVID-19 era

Mazda ad with smart tagline for COVID-19 era

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 doing the expected, and we made recommendations on tone. But let’s take a...