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 of 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...
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

Brand of America Tom Dougherty, CEO – Stealing Share 8 December 2015 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...
True to itself, REI is out on Black Friday

True to itself, REI is out on Black Friday

True to itself, REI is out on Black Friday Tom Dougherty, CEO – Stealing Share 18 November 2015 A rebuttal to my earlier REI post This is a guest blog from one of our strategists, Corbin Rusch, as a rebuttal to my own blog earlier this month, which you can read...
Preference. It’s amazingly flawed.

Preference. It’s amazingly flawed.

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...
DirecTV, Now I don’t know which Rob Lowe I am

DirecTV, Now I don’t know which Rob Lowe I am

Who does DirecTV want me to be? Tom Dougherty, CEO – Stealing Share 18 March 2015 DirecTV, Now I don’t know which Rob Lowe I am Below is the full transcript of a conversation one of my associates had with DirectTV. To get you up to speed read an earlier...
Microsoft and the death of Internet Explorer

Microsoft and the death of Internet Explorer

IE is dying Tom Dougherty, CEO – Stealing Share 18 March 2015 Microsoft and the death of Internet Explorer In case you have not heard, Microsoft has announced that it plans on killing Internet Explorer in favor of its yet to be named Project Spartan. It appears...
Choosing a Branding Company

Choosing a Branding Company

Choosing a branding company What to consider when choosing a branding company  When choosing a branding company, there’s a few things to remember. Branding companies promise to completely understand what your brand means. In the most basic sense, a branding...
Pizza Hut Doritos. Enough’s enough, Pizza Hut

Pizza Hut Doritos. Enough’s enough, Pizza Hut

Pizza Hut Doritos Tom Dougherty, CEO – Stealing Share 9 December 2014 Pizza Hut Doritos. Yum  What’s all this about Pizza Hut Doritos? Co-branding is hot but Pizza Hut Doritos? I did a double take when I heard this: Pizza Hut is offering pizza with a...