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...
Learning a language Tom Dougherty, CEO – Stealing Share 5 June 2019 The truth about learning a language Learning a language, beyond my own native English (with an American bent), always serves as a keen interest for me. Maybe it was the two years in French 1 in...
Repositioning brands When repositioning brands makes sense Mergers, acquisitions and sudden marketing changes demand repositioning brands to steal market share There are many reasons brand directors and marketing executives consider repositioning brands. Certainly,...
Rebranding Strategy Development Rebranding Strategy Your Rebranding Strategy A new rebranding strategy is necessary when your brand is not as successful as planned. Now, that may sound stupid and simplistic but it’s the hard truth. Rebranding does not always involve a...
Motorola Tom Dougherty, CEO – Stealing Share 26 July 2017 Motorola finds its aha moment…sort of Well, golly gee. Someone’s actually thinking about a common mistake brands make: Putting the cart in front of the horse. Welcome to logic, Motorola. Motorola’s...
McDonald’s has lost its moxie: The McDonald’s Slushie Tom Dougherty, CEO – Stealing Share 12 April 2017 McDonald’s Slushie doesn’t fix McDonald’s brand McDonald’s is testing a new beverage concept, the McDonald’s slushie. The new...
Parts of a Brand Relaunch Brand relaunch. Important elements. When it’s evident your brand is underperforming, then it may be time for a brand relaunch. Even if your business thrives, the metric of comparing growth to a competitor’s success might illuminate a...
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 how...
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...
Steal market share by analyzing markets Know everything about a market Completely analyzing markets starts all good advertising. Consider the competition, the customer, and the advertiser. Thatt market analysis begins the process of creating a brand and the...
Increasing market share with brand strategy Brand strategy and market share are directly linked The “desired brand image” is usually the last item on the creative brief. Most often, it asks the brief’s author to describe the brand in human terms such as “dependable,”...
Sun Tzu – creating a marketing strategy Creating a marketing strategy Military metaphors work well for creating a marketing strategy. With great deference to the more serious conflicts around the world, we will look to both Napoleon and Sun Tzu for our...
