Repositioning brands to steal share

Repositioning brands to steal share

Repositioning brands When repositioning brands makes sense Mergers, acquisitions and sudden marketing changes demand repositioning brands to steal market share There are many reasons brand directors and marketing executives consider repositioning brands. Certainly,...
The Chevrolet campaign that creams my corn

The Chevrolet campaign that creams my corn

The Chevrolet campaign that creams my corn Tom Dougherty, CEO – Stealing Share 16 January 2017 Why? Because it’s all a big lie. The current ad campaign that drives me the battiest is the Chevrolet series, touting the awards they’ve all won. Especially...
Bad Focus Groups. Never do them.

Bad Focus Groups. Never do them.

Focus Groups Tom Dougherty, CEO – Stealing Share 26 April 2015 Focus Groups. Never do them. Bad focus groups are the norm. Our research arm, Resultant Research, won’t let us conduct focus groups. When you tell the world about the virtues of frankness, the...
Testing Creative Concepts and how to do it

Testing Creative Concepts and how to do it

Testing Concepts Testing Creative Concepts and how to do it Is there an effective means of testing creative concepts? This quote can easily be applied to testing creative concepts. “A sovereign’s first duty is doubtless to conform with the wishes of the people; but...
If you need research, don’t conduct focus groups

If you need research, don’t conduct focus groups

If you need research, don’t conduct focus groups  Tom Dougherty, CEO – Stealing Share 15 April 2014 We don’t do focus groups Every single brand project we do at Stealing Share includes market research. But that research never includes focus groups. We...
What is wrong with U.S. politics

What is wrong with U.S. politics

What is wrong with U.S. politics Tom Dougherty, CEO – Stealing Share 27 September 2010 What is wrong with U.S. politics?   Politics in America is in a quagmire. No matter which side of the aisle you sit on personally, we all agree with Will Rogers when he...