The truth about learning a language

The truth about learning a language

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 to steal share

Repositioning brands to steal share

Repositioning brands When repositioning brands makes sense Mergers and acquisitions demands repositioning brands to steal market share There are many reasons brand directors and marketing executives consider repositioning brands. Certainly, acquiring additional brands...
Rebranding strategy is SOP. Not an exception.

Rebranding strategy is SOP. Not an exception.

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 finds its aha moment…sort of

Motorola finds its aha moment…sort of

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 Slushie doesn’t fix McDonald’s brand

McDonald’s Slushie doesn’t fix McDonald’s brand

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...
Brand relaunch. Important elements.

Brand relaunch. Important elements.

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 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 how...
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...
Steal market share by analyzing markets

Steal market share by analyzing markets

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

Increasing market share with brand strategy

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,”...
Creating a marketing strategy to steal market share

Creating a marketing strategy to steal market share

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...
Brand strategy development. Truth matters.

Brand strategy development. Truth matters.

Brand strategy development. Tell the truth. Does truth matter in brand strategy development? Brand strategy development. The Powerful Difference Between Perception and Fact Perception vs. Fact in Brand Strategy Development Brand strategy development is where it all...