Destination marketing: Good isn’t enough

Destination marketing: Good isn’t enough

Destination marketing Tom Dougherty, CEO – Stealing Share 19 January 2015 Destination marketing: Good isn’t enough Last week I wrote about the potential brand benefits of Cuba as a travel destination, with its brand equity of the pre-Castro years making it...
How the Travel Industry Has Failed

How the Travel Industry Has Failed

Rebranding a tourism destination How the Travel Industry Has Failed the Changing Consumer  The destination/tourism/travel industry Introduction To The Destination and Travel Industry Today, the U.S. consumer has made adjustments to the faltering economy by altering...
American Express: an example of smart destination branding

American Express: an example of smart destination branding

American Express: an example of smart destination branding Tom Dougherty, CEO – Stealing Share 6 July 2012 American Express defines its customer There’s a lesson to be learned here. In Travel Weekly’s “Power List 2012” – which is based on numerous factors,...
Destination and tourism brands often fail

Destination and tourism brands often fail

Destination and tourism brands often fail Tom Dougherty, CEO – Stealing Share 1 March 2012 Tourism brands can go deeper for greater preference There are very few industries more interesting to rebrand than destination and tourism. That’s because the best tourism...
Destinations have an opportunity they’re not taking

Destinations have an opportunity they’re not taking

Destinations should rethink their brands Tom Dougherty, CEO – Stealing Share 24 March 2010 Destinations have an opportunity they’re not taking The branding world is changing and its rules need to adapt to reflect it. Distinctiveness in a brand is important...