Negative brand messaging

Negative brand messaging

Is negative brand messaging a mistake? By Tom Dougherty A negative brand message? Remember the brand name.   Negative ideas are more memorable. It’s that simple. A few years ago, Stealing Share launched a medical biologic brand. Biomimetic Therapeutics...
What is a comprehensive rebranding project?

What is a comprehensive rebranding project?

A comprehensive rebranding project By Tom Dougherty The complete comprehensive rebranding The most potent brands look, feel, and sound just like the target audience that the brand targets. It is part of brand anthropology (the scientific study of human interactions...
How do you influence prospective customers?

How do you influence prospective customers?

Influencing Prospects By Tom Dougherty How do you influence prospective customers? Do not be quick to blame your advertising agency or marketing department if your business is failing to grab market share. In reality, it is a safe bet that your problem is not in your...
Brand persuasion

Brand persuasion

Exploiting weaknesses in your competitors   Brand Persuasion. Exploit your competitor’s weaknesses.    At Stealing Share, we often talk about brand persuasion and changing behaviors and, more often than not, the behavior and attitude that needs to be...
Motivating Customers to buy

Motivating Customers to buy

The Motivation to Buy By Tom Dougherty Motivating Customers to buy Motivating customers. Those companies wise to winning know the best time to take advantage of your competition is when things get tough for the whole category. If that’s true, and it is most categories...
Use Brand Value to Increase Preference

Use Brand Value to Increase Preference

Brand Value and Preference By Tom Dougherty Use Brand Value to Increase Preference Increasing Preference There is an age old problem in consumer products and packaged goods. What is the best brand strategy to use when you want to increase preference and margins?...
Brand influence. The Inside-Out Perspective

Brand influence. The Inside-Out Perspective

Seeing Things Backwards By Tom Dougherty   The Inside-Out Brand Perspective Your brand influence is a reflection the customer Brand influence is always the goal. One of the most common comments we, at Stealing Share, hear clients (both prospective and those...
Rebrand with Revolutionary Behavioral Modeling

Rebrand with Revolutionary Behavioral Modeling

Using Behavioral Modeling to Rebrand Using Behavioral Modeling to Rebrand A rebrand is a significant undertaking for any business, service, or product. It has costs and benefits. Let’s, for a moment, put aside the cost-benefit analyses and assume it makes sense...
Our Market Positioning scares your competitors

Our Market Positioning scares your competitors

Market Positioning  New marketing positioning Your marketing strategy must be dynamic and must focus on the customer. Your market positioning needs to be precise and single-minded. And your branding must prove that the positioning is real. Everyone knows this. But are...