The wasted dollars of product naming

The wasted dollars of product naming

The wasted dollars of product naming Stop the craziness Product naming is important. Brands should hold every business to a high standard of eliminating wasteful spending. For example, few industries are worse at spending money on foolish efforts than medical devices....
Brand names and brand naming are important

Brand names and brand naming are important

The importance of naming Tom Dougherty, CEO – Stealing Share 10 April 2015 Brand names and brand naming are important  Brand names to increase preference Often as not, rebranding involves new brand names. This is because most existing brand names arise...
What to call the college football playoff championship game

What to call the college football playoff championship game

What to call the college football playoff championship game Tom Dougherty, CEO – Stealing Share 12 January 2015 The Punch Bowl?! This is all you need to know why branding companies often get a bad name. On NPR’s Marketplace this morning, the reporter asked a...
Brand names. The Lack of Brand Coherence in Naming

Brand names. The Lack of Brand Coherence in Naming

Brandnameitis: The Lack of Coherence in Brand Naming Don’t get cute with naming Brand names? It would be easy if all drugs fit into categories named after the seven dwarves (Sleepy, Sneezy, Dopey, Happy…etc.). Unfortunately, the brand naming strategy of new...
Changing brand names. Not too often.

Changing brand names. Not too often.

Changing Brand Names Few Need A Brand Name Change Brand is important even when changing brand names. Changing brand names is  rare occurrence. If your goal to grow your market share. And, if your category is relatively mature, then re-evaluating your brand is as...
Brand Naming. What are the rules? Is it important?

Brand Naming. What are the rules? Is it important?

Brand Naming Brand Naming. What are the rules?  NAMING DOESN’T JUST NEED “MORE” We spend a lot of time dispelling the myths of branding. We tell companies to define their brands by the customers they wish to influence. More than by the attributes of...
Another Sony brand catastrophe in the making

Another Sony brand catastrophe in the making

Another Sony brand catastrophe in the making Tom Dougherty, CEO – Stealing Share 5 December 2015 The Sony brand was once great Once again, the Sony brand is missing the point. Its COO, Phil Molyneux, has come up with a zany scheme to give Sony’s new spherical...