Goose Island beer sorta gets microbrew drinkers

Goose Island beer sorta gets microbrew drinkers

Goose Island beer Tom Dougherty, CEO – Stealing Share 18 September 2017 Goose Island beer sorta gets microbrew drinkers If there’s one thing we know about microbrew drinkers, it’s that they are always trying something new. For that reason, the Goose Island beer...
Budweiser Super Bowl ad timely and…effective?

Budweiser Super Bowl ad timely and…effective?

Budweiser Super Bowl ad timely and…effective? Tom Dougherty, CEO – Stealing Share 1 February 2017 Will the Budweiser Super Bowl spot sell any beer? Many marketers – hell, creators of all kinds – wonder what the artistic landscape will look like in today’s...
AB InBev as a parent brand for its beers

AB InBev as a parent brand for its beers

AB InBev as a parent brand for its beers Tom Dougherty, CEO – Stealing Share 28 September 2016 Should AB InBev invest in its name? AB InBev, the global brewery that owns many of the world’s most famous beer brands, has decided that it will keep that name even...
Craft beer. Is More Always better? Ask AB InBev.

Craft beer. Is More Always better? Ask AB InBev.

Craft beer. Is More Always better? Ask AB InBev. Tom Dougherty, CEO – Stealing Share 15 October 2015 How many craft beers do we need? It looks like Anheuser-Busch InBev (AB InBev) has successfully taken over SABMiller in the biggest beer deal ever. As a brand...
The PBR brand today

The PBR brand today

The PBR brand today Tom Dougherty, CEO – Stealing Share 30 June 2015 Once the hipster brand, what does it do now? At Stealing Share, we have worked with several beers over the years and have always found the market fascinating. It is a complex mixture of the big...
Budweiser beer embarks on a losing strategy

Budweiser beer embarks on a losing strategy

This Buds for You. Tom Dougherty, CEO – Stealing Share 7 November 2014 Budweiser beer embarks on a losing strategy Budweiser beer. We have a lot of experience in the microbrew category. Over the years, we have worked with some small microbrews and some of the...
AB InBev may be getting stronger

AB InBev may be getting stronger

AB InBev may be getting stronger Tom Dougherty, CEO – Stealing Share 25 June 2012 Better focus would make AB InBev stronger This is kind of an interesting turn of events. The Wall Street Journal is reporting that AB InBev, which owns Budweiser, is in talks to...
Super Bowl ad spending is greater than ever – the risk

Super Bowl ad spending is greater than ever – the risk

Super Bowl ad spending is greater than ever – the risk Tom Dougherty, CEO – Stealing Share 20 January 2011 There are too many advertisers The Super Bowl is just around the corner and it brings this year’s new crop of commercials. (Sigh…). I was...
How memory works in television advertising

How memory works in television advertising

How memory works in television advertising Tom Dougherty, CEO – Stealing Share 5 October 2010 How to make sure your brand is remembered Studying human behavior, as we do at Stealing Share, results in a whole host of things that relate to branding and...
Budweiser giving away beer and its brand

Budweiser giving away beer and its brand

Budweiser giving away beer and its brand Tom Dougherty, CEO – Stealing Share 22 September 2010 Question: Who hasn’t already tasted a Bud? So, it’s free beer now.. Budweiser has announced a plan to market its beer by giving away free samples at trendy...

The Dos Equis drinker is only as interesting as a Budweiser drinker

Based on the persuasive idea that effective brands tell the customer or prospect more about who the customer is when they use the brand than about the product or company, you would think that Dos Equis really nailed it. After all, promoting the brand by claiming “the...

Corona remains the best brand in the market, but there are worries

We have, over the course of the 10-year history of Stealing Share, worked with several beer companies because they are often the ones in need of the most help. Even now, we use that industry as a demonstration of a category lost when it comes to brand. The reasons are...