Nike branding risks offense for clarity

Nike branding risks offense for clarity

Nike branding Tom Dougherty, CEO – Stealing Share 5 September 2018 Nike branding risks offense for clarity The newest version of Nike branding unveils a 30th anniversary ad Monday featuring Colin Kaepernick, the lightning rod at the center of the NFL anthem...
Under Armour trips and falls

Under Armour trips and falls

Failing Under Armour Tom Dougherty, CEO – Stealing Share 2 November 2017 Under Armour sinks What happened to Under Armour? According to an article in the Washington Post everything is wrong. The paper likens Under Armour situation to a perfect storm. Retailer...
Galaxy Note 7 fire hazard disaster

Galaxy Note 7 fire hazard disaster

Samsung is on fire Tom Dougherty, CEO – Stealing Share 13 October 2016 Galaxy Note 7 fire hazard disaster The Samsung Galaxy Note 7 recall because of the Galaxy Note 7 fire hazard has me thinking. What if any long term effect could this Galaxy Note 7 fire hazard...
Arnold Palmer, a pioneer and a dealer in hope

Arnold Palmer, a pioneer and a dealer in hope

Arnold Palmer, a pioneer and a dealer in hope Tom Dougherty, CEO – Stealing Share 26 September 2016 He was a giant in many areas It doesn’t take a brand strategist to figure out the appeal of Arnold Palmer. He was one of us. Before Palmer, golf was a sport for...
Insurance branding to create preference

Insurance branding to create preference

Insurance branding to create preference The purpose of insurance branding Any process of insurance branding includes questions about creating preference. How do we gain preference for our products when, basically, they are identical to that of the competition? Can we...
Adidas and Reebok: Oh, where have you gone?

Adidas and Reebok: Oh, where have you gone?

Adidas and Reebok: Oh, where have you gone? Tom Dougherty, CEO – Stealing Share 14 January 2015 Adidas and Reebok need to do more than copy Nike The sneaker/workout apparel market turned upside down when Nike became the first to stop talking about benefits of...
NIKE brand and the Secrets to differentiation.

NIKE brand and the Secrets to differentiation.

The Nike Brand NIKE brand and the Secrets to differentiation. The Nike brand did it. Dare to Be Different In the media crazy world in which we live, when the Nike brand presents a new tag line, or Mr. Potato Head rises from pop culture purgatory to represent a modern...
Preference is being different, not copying Nike

Preference is being different, not copying Nike

Preference is being different, not copying Nike Copying the market leader only helps the market leader Stop looking to the market leader like Nike as a role model. Consumer product branding is more complicated than that. This is a tough hump to get over because good...
Different products have different drivers

Different products have different drivers

Different products have different drivers Making your brand truly different   What drives sales and growth when branding consumer products? Look at the communication messages to find out what is believed to be the main driver. it all starts with differentiating your...
Nike and Tiger Woods. Nike’s big gamble.

Nike and Tiger Woods. Nike’s big gamble.

Nike and Tiger Woods. Nike’s big gamble. Tom Dougherty, CEO – Stealing Share 27 March 2013 Tiger Woods demonstrates the danger with celebrity endorsements Celebrity endorsements are risky business. Companies that hire famous faces also buy any ugly...
NIKE brand and the Secrets to differentiation.

The MAG shoe is for a great cause, but…

The MAG shoe is for a great cause, but… Tom Dougherty, CEO – Stealing Share 15 September 2011 I just don’t get the MAG shoe In blogging about brands I tend to pull regularly from a batch of default “good” brands— Apple, Ikea, Nike, as well as default...
Bad websites abound: Why a Nike trumps a GEICO

Bad websites abound: Why a Nike trumps a GEICO

Bad websites abound: Why a Nike trumps a GEICO Tom Dougherty, CEO – Stealing Share 10 August 2011 Developers and designers are trying too hard to impress the client A pet peeve of mine and many other Web users is the difficulty in finding the contact information...