The Weight Watchers brand opens up

The Weight Watchers brand opens up

Weight Watchers brand Tom Dougherty, CEO – Stealing Share 18 February 2020 The Weight Watchers brand opens up For any dietary plan to work, it must align with your mental wiring. That’s why I was so initially intrigued by the Noom diet, until its administrators...
Hallmark Channel misinterpreted its brand

Hallmark Channel misinterpreted its brand

Hallmark Channel Tom Dougherty, CEO – Stealing Share 16 December 2019 Hallmark Channel misinterpreted its brand Let’s be honest. The reason the Hallmark Channel reinstated the Zola ads is because they actually represent its audience. Not because of any newfound...
The Goodwill brand, a retailer with an actual position

The Goodwill brand, a retailer with an actual position

Goodwill Tom Dougherty, CEO – Stealing Share 29 January 2019 The Goodwill brand, a retailer with an actual position I am a bit of a freak when it comes to the Goodwill brand. And that’s probably taking my obsession with the consignment chain lightly. Thing is, I...
The Leica name speaks for itself

The Leica name speaks for itself

Leica Tom Dougherty, CEO – Stealing Share 9 January 2018 The Leica name speaks for itself This past Christmas, I found myself in a usual kind of quagmire. What the heck am I going to buy for my wife? Know first, I tend to go on the extravagant side with my...
McDonalds tactics are not enough

McDonalds tactics are not enough

McDonalds tactics are not enough Tom Dougherty, CEO – Stealing Share 22 November 2016 Here’s another one of McDonalds tactics that is an exercise in sheer stupidity. McDonalds, the fast-food king of the world, is instituting kiosks for ordering and...
Extra Crispy Sunscreen does what for KFC?

Extra Crispy Sunscreen does what for KFC?

Extra Crispy Sunscreen does what for KFC? Tom Dougherty, CEO – Stealing Share 25 August 2016 What is KFC thinking? At first, this just seems like a mindless marketing tactic to build on the current campaign starring George Hamilton. I knew it was a thinly veiled...
Sports Authority should blame itself

Sports Authority should blame itself

Sports Authority announced today that it is filing for Chapter 11 bankruptcy protection. In a statement, Sports Authority named a number of factors that led to it, including poor management and adverse weather conditions. What always gets me about these filings is...
Chipotle and food safety

Chipotle and food safety

Chipotle and food safety Tom Dougherty, CEO – Stealing Share 9 December 2015 Chipotle can overcome this First it was E.coli and now norovirus. With that, Chipotle, the once darling of Wall Street and consumers looking for a healthier fast food option, has a...
American Apparel bankruptcy predictable

American Apparel bankruptcy predictable

I suppose you could say that just about any industry is brutal for the players involved. The restaurant business, for example, is extremely tough to break into, as the rate of success for a new restaurant is extremely low. Another industry that comes to mind is the...
The pet industry and talking to our pets

The pet industry and talking to our pets

For those of you who don’t believe that, as humans, we are always looking for meaning, I ask you this: Why do we talk to our pets? Do we expect them to answer? In a way, we do, even though such notion is ridiculous. The primary reason that branding is so important in...
The mismanagement of Quicksilver brand

The mismanagement of Quicksilver brand

The mismanagement of Quicksilver brand Tom Dougherty, CEO – Stealing Share 9 September 2015 Quicksilver lost its outsider brand Quicksilver filed for bankruptcy today amid mounting debt and declining sales. As part of the filing, it will give control of the...
Failed brands highlight the unimportant

Failed brands highlight the unimportant

What is most important to your target audience? What influences their choices? How can you increase your preference over your competitors? These are the basic questions brands that are designed to steal market share must answer. But you might be surprised to learn...