3 essential elements in a successful rebranding project Is rebranding a last resort? Rebranding is far from extreme. Rebranding should be part of your sales and marketing arsenal. It is an extreme action if the company you engage with throws the baby out with the...
Why it is essential to know your brand's business By Tom Dougherty Three warning signs of confusing the business of your business with the brand’s business. And why it is essential to know your brand’s business. My wife and I just returned from a hiking...
You are what you eat By Tom Dougherty Success always leaves clues. You find the winning formula for success in Wheaties Cereal. It’s never been a “candy” cereal marketed by a singular spokes figure (like Cap’n Crunch or Snap, Crackle, and Pop). Wheaties sold its...
BUILDING GLOBAL BRANDS Global brand building There are an art and a science to global brand building. If you manage or own a multi-national brand, you need a global branding agency skilled in that science. But if your brand is smaller than global, you need it too....
Brand Design Agencies Brand design agencies Think for a moment about why you searched for brand design agencies. You are looking for someone to create a logo or design support pieces for your brand. Some are looking at brand design agencies because they need to...
Authentic Marketing By Tom Dougherty Authentic marketing emerges – or has it? We’ve seen many marketers adapt to the pandemic, with varying results. One strategy that’s emerged is the rise of authentic marketing. What do I mean by that? Well, consider this. A study by...
Successful Brands By Tom Dougherty Successful brands leverage scarcity and exclusivity It’s a simple fact. Successful brands are the ones that are seemingly exclusive. As though you’re part of a club with only a few select members. A kind of scarcity exists. As...
Don't be a branding fail By Tom Dougherty Don’t be a branding fail: Three questions to ask yourself Fast Company published a list of the 25 most spectacular branding fails of the last 25 years yesterday. And you can read about them here. But what’s more interesting is...
Capella University brand By Tom Dougherty Capella University brand understands brand basics others don’t It’s sad, really, that so many brands fail to realize the world has permanently changed. A failure to see the customer is in charge is what’s driving retailers...
Dental brands Dental brands: Why they are their own worst enemies Like most industries, dentistry faces consolidation as the number of Dental Service Organizations (DSOs) grows. There are numerous reasons for this, but their growth signifies change happening in...
Retail's problems include sporting goods retailers Sporting goods are not immune The outdoor and sporting goods segment sees its share of shake ups that mirror what’s taking place in the retail industry as a whole. Large big box chains like Sports Authority have...
A market study of major appliances MARKET STUDY: MARKETING MAJOR APPLIANCES “Aligning with a belief, now that is something different and in marketing major appliances. Brands would be wise to pay attention, because the opportunity is there to steal market...
