Ford Advertising Tom Dougherty, CEO – Stealing Share 23 April 2018 Ford advertising. Find someone new. News that Ford advertising might be leaving advertising giant WPP rocks the advertising world. However, the agency with 49 offices across the world will be...
Volkswagen Brand Repair Tom Dougherty, CEO – Stealing Share 17 January 2018 Where does Volkswagen stand now? Brand repair often represents a daunting task because it means changing a belief system that exists in the market. That you stink. Volkswagen, after...
Recently, I’ve been doing a lot of thinking about how the only way advertising works in this age of TVs, iPads, iPhones and all the information we get over the Internet is if that advertising is bold. There’s just too much out there and so much advertising gets lost...
Auto brand similarity. No real brands. Auto Brands share the same non-brand Auto brands like Ford, Pontiac, Chevy, Chrysler, Dodge, and Mercury all share the same bland brand. Sad isn’t it. That the U.S. automotive industry, once the envy of the world, has begun to...
Chrysler is no different Tom Dougherty, CEO – Stealing Share 9 June 2014 The new Chrysler ad campaign is more of the same Last week, it was reported that car sales by the US big three (GM, Chrysler and Ford) were up, so I guess they can be satisfied with how...
Quality is the worst brand message because it’s meaningless Tom Dougherty, CEO – Stealing Share 6 November 2013 Quality is not job one Quality. I’ve decided that I hate the word and it’s a terrible brand message. I know. Hate is a strong feeling to...
The Ford brand ignores its equities Tom Dougherty, CEO – Stealing Share 29 June 2011 Promoting product benefits just won’t cut it This year, Ford, which rose to it highest ever ranking of 5th in last year’s J.D Power and Associates U.S. consumer...
Chevy Volt is Motor Trend’s Car of the Year. What? Tom Dougherty, CEO – Stealing Share 16 November 2010 It hasn’t even been released yet Motor Trend has named Chevy Volt the “Car of the Year” for 2011, even though the car is not available...
Parent or model in automobile branding Tom Dougherty, CEO – Stealing Share 17 February 2010 Toyota: A powerful brand may be your undoing This may seem strange coming from a brand guy, but investing in a powerfully recognized brand has its pitfalls. Consider...
Best practices = brake problems? C’mon Toyota Tom Dougherty, CEO – Stealing Share 3 February 2010 Toyota – Another bullet with Prius brake problems. Looks like Toyota Prius is having some brake problems and this is BIG news? It is news only because...
What do Ford Motor Company and CVS Pharmacies have in common? Tom Dougherty, CEO – Stealing Share 2 February 2010 Ford knows so little about its target audience According to The associated press — Ford Jan. sales climb 25 pct; Subaru also rises DETROIT – Ford...
Toyota’s not alone in its brand problems, but the recall doesn’t help Tom Dougherty, CEO – Stealing Share 2 February 2010 Would you buy a Toyota? Not a chance. If I were Toyota, I would brace myself for a serious erosion of its sales. Why? Well not...
