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...
Rent.com, totally Legit not legit

Rent.com, totally Legit not legit

Rent.com, totally Legit not legit Tom Dougherty, CEO – Stealing Share 1 July 2015 Legit is not a brand position Rent.com has made its first foray into advertising with its “Totally Legit” campaign, which is obviously aimed at millennials as it focuses on J.B....
Politically correct Marketing. Stop it.

Politically correct Marketing. Stop it.

Political Correctness? Shit no! Tom Dougherty, CEO – Stealing Share 25 June 2015 Politically Correct Marketing Politically Correct marketing does not belong in branding Last weekend, Bill Maher mentioned that he, Jerry Seinfeld and Chris Rock no longer do...
DirecTV, Now I don’t know which Rob Lowe I am

DirecTV, Now I don’t know which Rob Lowe I am

Who does DirecTV want me to be? Tom Dougherty, CEO – Stealing Share 18 March 2015 DirecTV, Now I don’t know which Rob Lowe I am Below is the full transcript of a conversation one of my associates had with DirectTV. To get you up to speed read an earlier...
Pizza Hut Doritos. Enough’s enough, Pizza Hut

Pizza Hut Doritos. Enough’s enough, Pizza Hut

Pizza Hut Doritos Tom Dougherty, CEO – Stealing Share 9 December 2014 Pizza Hut Doritos. Yum  What’s all this about Pizza Hut Doritos? Co-branding is hot but Pizza Hut Doritos? I did a double take when I heard this: Pizza Hut is offering pizza with a...