The Microsoft Surface ad still doesn’t get it

The Microsoft Surface ad still doesn’t get it

The Microsoft Surface ad By Tom Dougherty The Microsoft Surface ad still doesn’t get it The newest Microsoft Surface ad aims to replicate the brilliant I’m a Mac I’m a PC ads from years ago. You remember those spots. Starring Justin Long and John Hodgman, they...
Marketing best in category never guarantees success

Marketing best in category never guarantees success

Being first does not always win By Tom Dougherty   Marketing best in category is no guarantee of success Marketing best in category did not help Apple. Until the dawn of smartphones and tablets Marketing best in category. Dispelling Another Brand Myth Marketing best...
Use Brand Value to Increase Preference

Use Brand Value to Increase Preference

Brand Value and Preference By Tom Dougherty Use Brand Value to Increase Preference Increasing Preference There is an age old problem in consumer products and packaged goods. What is the best brand strategy to use when you want to increase preference and margins?...