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...
Retail Market Study. Redefining the category

Retail Market Study. Redefining the category

MARKET STUDY Retail Market Brand Study. A Failing Market. “Retail is in the throes of monumental change. Those who change everything will survive. Those holding onto outdated business models will die.” Retail market study. An in-depth look at the...
Ameriprise rebranding is on the right track

Ameriprise rebranding is on the right track

Ameriprise. Be Brilliant. Tom Dougherty, CEO – Stealing Share 20 April 2017 Ameriprise has a winning brand theme. In Financial Planning, Ameriprise has a brand The brand of Ameriprise stands out in a sea of financial planning companies. It’s not that it is the...
McCafe brand is still McDonalds

McCafe brand is still McDonalds

McDonalds wants to be Starbucks Tom Dougherty, CEO – Stealing Share 7 December 2016 McDonald’s to overhaul McCafe and fixing the wrong problem In the latest move that demonstrates it has lost its mind, McDonalds is going to overhaul its McCafe brand....
Sporting Goods are not Immune to retail trouble

Sporting Goods are not Immune to retail trouble

Retail’s problems include sporting goods retailers Sporting goods are not immune The outdoor and sporting goods segment has seen its share of shakeups over the past couple of years. Large big box chains like Sports Authority have closed stores or closed shop...
The new Truth anti-smoking ad fails.

The new Truth anti-smoking ad fails.

Anti-smoking Advertisment The new Truth anti-smoking ad fails. The new Truth anti-smoking ad has taken a new approach to curbing teen smoking. It represents a move from the grotesque ads of removing skin and teeth to talking about the salary differences between...
The fallacy of today’s marketing messages

The fallacy of today’s marketing messages

Marketing messages today The fallacy of today’s marketing messages Today’s marketing messages take on many forms – better, safer, longer lasting, friendlier or cheaper. Or it can take on the form of more as in more value or the most legroom in economy class or even as...
Is Catholicism a brand?

Is Catholicism a brand?

Is Catholicism a brand? Tom Dougherty, CEO – Stealing Share 2 August 2016 What does it mean to be Catholic today? Don’t take me as heretical with this question. I ask it because the power of any brand is measured by the amount of personal identification an...
Marketing Major Appliances – A Market Study

Marketing Major Appliances – A Market Study

MARKET STUDY: MARKETING MAJOR APPLIANCES A market study 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...
Medical device marketing and branding

Medical device marketing and branding

Medical device marketing and branding How to steal market share in the medical devices category The medical device category is highly competitive and complicated for sure. But growing market share is a difficult task. It’s easier but by no means a given when you have...
Political party brands today

Political party brands today

Political party brands today Tom Dougherty, CEO – Stealing Share 2 February 2016 The problem with the political party brands of today Brand reveals a great deal about those that embrace it. We know that the most powerful brands in the world are those that...
Reflecting on the American brand

Reflecting on the American brand

As I think about the American brand, my heart is heavy today. I am a brand guy, which means I spend my life toiling over the brands that influence my purchasing decisions. If I am not reflecting on my experience, I am placing myself in the lives of others. I consider...