New positioning for universities post Covid-19

New positioning for universities post Covid-19

Universities post Covid-19 Tom Dougherty, CEO – Stealing Share 27 May 2020 New positioning for universities post Covid-19 Higher education is upside down. What was a given just five months ago is no longer certain. Universities post COVID-19 are facing...
Permanent changes in purchase choices

Permanent changes in purchase choices

Permanent changes in purchase choices Permanent changes in purchase choices Marketers must adapt to customer changes.Mass changes in lifestyles sweep over purchasing behaviors. Some are permanent. Others transient.No doubt you have witnessed these changes. They seem...
The brand of Moleskin journals defines its audience

The brand of Moleskin journals defines its audience

Moleskin journals  Tom Dougherty, CEO – Stealing Share 3 September 2019 The brand of Moleskin journals defines its audience I walk a meandering journey as a creative individual. There was a time when I owned an unhinged love of poetry. I studied the works of...
Nicorette. The subtle repositioning of a brand.

Nicorette. The subtle repositioning of a brand.

Nicorette Tom Dougherty, CEO – Stealing Share 1 July 2019 Nicorette. The subtle repositioning of a brand. A transformation is happening. Right before our eyes — or maybe through our noses. Nicorette. You know it? It is a nicotine delivery system. It sells...
The best brand position is never about being the best

The best brand position is never about being the best

Best brand position Tom Dougherty, CEO – Stealing Share 17 June 2019 The best brand position is never about being the best I can give you the most significant reason why so many brands fail. Because so many promote a best brand position, meaning some variation...
Freewrite is unnecessary, but at least it has a brand position

Freewrite is unnecessary, but at least it has a brand position

Freewrite Tom Dougherty, CEO – Stealing Share 26 March 2019 Freewrite is unnecessary, but at least it has a brand position This past weekend, my eldest son and his young family came over for dinner. We ate, laughed and poked fun at each other (a typical...
Rebranding do’s and don’ts for marketers

Rebranding do’s and don’ts for marketers

Rebranding do’s and don’ts for marketers Many of these mistakes are made every day Rebranding is an effort that shouldn’t be taken lightly. That’s why, when the decision to rebrand is made, it should be completed with honesty and no holding back.Many don’t...
Population health is an opportunity

Population health is an opportunity

Community Health Care  Population health is an opportunity Population health is a top concern, but it represents an opportunity The Affordable Care Act has affected everything for hospitals, including the struggle to be financially successful. Notably, however, it...
Verizon guy is now with Sprint of all places

Verizon guy is now with Sprint of all places

The Verizon guy is now with Sprint Tom Dougherty, CEO – Stealing Share 7 June 2016 Verizon guy is now with Sprint The verizon guy? I’m surprised no one has done this before. The Verizon guy (“Can you hear me now” guy) has switched to Sprint in a new series of...
Lowes Home Improvement gets too silly

Lowes Home Improvement gets too silly

Lowes Home Improvement gets too silly   Tom Dougherty, CEO – Stealing Share 16 March 2016   Silly rarely creates preference   Lowes Home Improvement just launched a new campaign called “Make your home happy.” The spots feature a talking unicorn...
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...