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TOM DOUGHERTY’S OPINIONS

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

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...

Movie studios headed back to the 40s

Movie studios headed back to the 40s

Movie studios headed back to the 40s If you needed any proof things in Hollywood are changing dramatically, look no further than Friday’s ruling by a federal judge that ends the Paramount Consent Decrees. Basically, it says movie studios can own movie theaters. That...

Disney and 20th Century Fox: The hard truth about acquisitions

Disney and 20th Century Fox: The hard truth about acquisitions

Disney and 20th Century Fox: The hard truth about acquisitionsWhen Disney bought the studio 20th Century Fox, it proclaimed the strength and essence of the 20th Century Fox brand. The long-standing studio, with roots stemming from the introduction of sound in the...

Shutting down college football is the least of our concerns

Shutting down college football is the least of our concerns

Shutting down college football is the least of our concerns Shut it all down. That was my initial reaction to the Big 10 and Pac 12 canceling college football for the fall. All conferences should follow suit. The end of COVID-19 in the US is nowhere near the end and...

The $100 Fat Tire beer? It’s right on brand.

The $100 Fat Tire beer? It’s right on brand.

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 $100 Fat Tire beer six pack. What, you say? Let me back up. First, in the spirit...

Got Milk is back, but without its main appeal

Got Milk is back, but without its main appeal

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 kept retrofitting it for their own products. Got beef? Got chairs? Got...

Beyond Meat ad shows progress, but miles to go

Beyond Meat ad shows progress, but miles to go

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 vegetarian meat producer was listening.  "The Beyond Meat ad does go beyond...

What would Microsoft even do with TikTok?

What would Microsoft even do with TikTok?

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 it. Its description says it’s basically karaoke for the digital age. I guess I’m not...

Can movie theaters become brands?

Can movie theaters become brands?

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 more virtual. We’re all finding Zoom to be a daily tool. And movie theaters must...

The hybrid schooling model exasperates problems

The hybrid schooling model exasperates problems

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 home state of North Carolina). Everything is running amok from COVID-19. And the hybrid...

AirPods Pro missing marketing opportunity

AirPods Pro missing marketing opportunity

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 brainstorming sessions at our oval-shaped table. In its place, Zoom meetings have taken...

Walmart mask mandate sends a powerful statement

Walmart mask mandate sends a powerful statement

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 masks. The Walmart mask mandate marks an important step in fighting COVID-19. Because...

COVID-19 marketing enters a new phase: Disinfectant labeling

COVID-19 marketing enters a new phase: Disinfectant labeling

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 virus on product development. Consider the upcoming disinfectant wars. You heard that...

The Zoom brand shouldn’t play it safe moving forward

The Zoom brand shouldn’t play it safe moving forward

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. This is why it needs to be as critical as can be at present and especially when (if) the pandemic subsides....

Money drives Washington Redskins name change

Money drives Washington Redskins name change

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 progress in investigating Watergate. “Follow the money,” Deep Throat says. And if you...

MLB return in jeopardy, so is the sport itself

MLB return in jeopardy, so is the sport itself

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 age-old issue: Money. Nope, it’s not COVID-19 keeping players off the...

The NASCAR rebrand finally arrives

The NASCAR rebrand finally arrives

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 Prohibition would outrace each other for cash. It was also the time of Jim Crow laws...

League accepting NFL protests. Tide turning?

League accepting NFL protests. Tide turning?

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 acceptance of NFL protests by the league and its commissioner sends some...

Right now. OUR brand matters most of all.

Right now. OUR brand matters most of all.

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 impending sea change. Tinderboxes, fused ever long ago, are mounting into...