SunnyD brand Tom Dougherty, CEO – Stealing Share 6 August 2018 SunnyD brand fails in its comeback attempt For those who have heard me speak, you’ve no doubt heard me uphold the SunnyD brand as the opposite of what we do at Stealing Share. We create preference....
Ford Advertising Tom Dougherty, CEO – Stealing Share 23 April 2018 Ford advertising. Find someone new. News that Ford advertising might be leaving advertising giant WPP rocks the advertising world. However, the agency with 49 offices across the world will be...
Bicycle cards Tom Dougherty, CEO – Stealing Share 22 March 2018 Bicycle cards owns the category – and me We all sport idiosyncrasies, and we should embrace them. I’m no different. I obsess over collecting obscure items, such as pocket watches. Yea, I have...
Another Domino’s gimmick Tom Dougherty, CEO – Stealing Share 7 March 2018 Domino’s pizza chain with another gimmick The Domino’s pizza chain is working with Ford on a self-driving vehicle to deliver pizzas. It announces that the first round of...
Repositioning your brand. Your brand repositioning is different from rebranding Brand Repositioning Brand repositioning and rebranding share many strategic considerations. And one can dramatically turn INTO the other. But brand repositioning leaves many existing...
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...
Why are we slow to adopt the Apple Watch? Tom Dougherty, CEO – Stealing Share 16 August 2016 Why are we slow to adopt the Apple Watch? A funny thing has happened to my family members of late – they won’t go anywhere without their Apple Watches. Me, I still don’t...
Go Pokemon Go Tom Dougherty, CEO – Stealing Share 11 July 2016 Pokemon Go I am the last person to comment on the mania surrounding a Nintendo game, but the immediate popularity of Pokemon Go is too immense to ignore. And too interesting to leave alone, too....
Dominos DXP Tom Dougherty, CEO – Stealing Share 24 February 2016 Dominos has apparently entered the car business. Last fall, Dominos announced it had created a delivery car, the Dominos DXP, which was specialty built to do one thing: deliver pizzas. Now, it has...
What’s wrong with preference? Tom Dougherty, CEO – Stealing Share 29 October 2015 Preference. It’s amazingly flawed. Why your preference is misguided A Bud Lite drinker once told me that Miller or Coors “would not cross these lips unless they were...
The Strategy Creation Creating brand strategy Creating brand strategy is the foundation of everything we do. Our ability to build powerful, market share-expanding brands depends largely upon where we think brands live. We explore possible places for brands to...
Brand Value and Preference Use Brand Value to Increase Preference Increasing Preference There is an age old problem in consumer products and packaged goods. What is the best brand strategy to use when you want to increase preference and margins? Especially when...
