BUILDING GLOBAL BRANDS Global brand building There are an art and a science to global brand building. If you manage or own a multi-national brand, you need a global branding agency skilled in that science. But if your brand is smaller than global, you need it too....
Brand Design Agencies Brand design agencies Think for a moment about why you searched for brand design agencies. You are looking for someone to create a logo or design support pieces for your brand. Some are looking at brand design agencies because they need to...
T-Mobile Super Bowl ad By Tom Dougherty 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....
A case study in marketing research strategy: Old Spice By Tom Dougherty 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....
The Snickers Brand and Humor By Tom Dougherty 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...
Effective Marketing By Tom Dougherty 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...
Foul Language in Marketing By Tom Dougherty 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...
Mazda Ad By Tom Dougherty 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...
COVID-19 Advertising: Nothing’s changed COVID-19 advertising: What works and what doesn’t The 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...
Beyond Meat Ad By Tom Dougherty 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...
The Peloton bike commercial By Tom Dougherty Why doesn’t the Peloton bike commercial work? Nothing like the creepiest commercial since Burger King’s King to get social media going, eh? The Peloton bike commercial is making the social media rounds because of its...
Logistics and the parcel delivery market LOGISTICS MARKET STUDY “No one in the space has given anyone any reason to care…In short, they all work.” Logistics – Parcel delivery market study Logistics, particularly as it relates to the consumer delivery...
