Rebranding of Victoria’s Secret

Rebranding of Victoria’s Secret

The rebranding of Victoria's Secret By Tom Dougherty What can we learn from the rebranding of Victoria’s Secret? I just finished an article on the rebranding of Victoria’s Secret in the New York Times. I wish them luck in the rebranding efforts. It was not that many...
The secret to social media

The secret to social media

The secret to social media By Tom Dougherty The secret to social media is essential, and so is the story Is there a secret to social media? I’m sure there is, but I’m not confident it is a well-kept secret. And the reason is straightforward— ignorance....
Bank branding. Problems ahead. Important market study.

Bank branding. Problems ahead. Important market study.

Bank branding. A market study. BANK BRANDING MARKET STUDY “These tough times are an opportunity for any bank that can get out of their own way and is willing to change. Soon, it won’t matter if banks are willing. Change is coming.” A fresh look at bank...
Bank preference. Why is marketing failing banking?

Bank preference. Why is marketing failing banking?

Bank marketing is not working By Tom Dougherty Bank preference. Why don’t banks create it? The world of banking has changed dramatically in the last 10 years. And the biggest change is not consolidation and mergers. It is in bank importance. That’s right. Banks...
Choosing a Branding Company

Choosing a Branding Company

Choosing a branding company By Tom Dougherty What to consider when choosing a branding company  When choosing a branding company, there’s a few things to remember. Branding companies promise to completely understand what your brand means. In the most basic...
Building Bank Brands. American Banker

Building Bank Brands. American Banker

Building Bank Brands By Tom Dougherty   Building Bank Brands. American Banker Building Bank Brands Marketing or Anthropology? It should come as no surprise to the banking community that building a more robust brand… Building Bank Brands: Marketing or...
Marketing brands. Banks suck at it.

Marketing brands. Banks suck at it.

Bank Marketing Sucks Banks: The Worst At Marketing Brands Marketing brands. Do we ever see this skill in banking? It is, of course, easy to pile on banking these days. But let’s continue that trend anyway. You see, when it comes to marketing brands, the banking...
Branding a Bank. Analyze the Market.

Branding a Bank. Analyze the Market.

Branding a bank By Tom Dougherty Branding A Bank — Where to start?     Branding a bank is no small undertaking. All good bank advertising starts with a complete analysis of the market. That means considering the banking competition, the bank customer, and...
Rebranding Banks and Credit Unions

Rebranding Banks and Credit Unions

Banks and Credit Unions By Tom Dougherty Rebranding Banks. It is do or die. Are bank marketers fearful of rebranding banks? It appears that they are. So, let’s get one notion out of the way. Bank rebranding does not mean a new name or logo. Those are superficial...
Bank, credit union marketing in a mature market

Bank, credit union marketing in a mature market

Bank, credit union marketing in a mature market By Tom Dougherty Credit Union Marketing: The only way to grow in a mature market is to steal share Credit union marketing in a mature market is a tall task. The competition to increase market share has gotten more...
Marketing overseas: Understand your audience

Marketing overseas: Understand your audience

Marketing in other countries By Tom Dougherty Marketing overseas: Understand your audience Early in my career, I was transported from the familiar haunts of the United States to begin a long stent in the Middle East, marketing some of the world’s most famous brands to...