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...
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 and flamingo in a...
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...
Analyzing Brand Position for Opportunity

Analyzing Brand Position for Opportunity

Analyzing your brand Analyzing Brand Position for Opportunity   When analyzing a category during a brand positioning process, it is of vital importance that you develop models for assessing opportunity. The starting point is always analyzing brand position. This is...
Brand Positioning to win more market share

Brand Positioning to win more market share

Brand Positioning Brand Positioning to win more market share Positioning has become an unpleasant and overused description in recent years and it’s no wonder why. Brand positioning is largely misunderstood – often confused with corporate identity or are thought...
Taking A Different Brand Position

Taking A Different Brand Position

Taking A Different Brand Position  You must be different AND better to steal market share Some years ago, a nationally known lecturer was losing his hair. Ironically, he was so consumed with hair loss — and so much in denial — that he considered himself to be a man...