The sheer lunacy of the Overstock brand

The sheer lunacy of the Overstock brand

Overstock brand Tom Dougherty, CEO – Stealing Share 13 August 2018 The sheer lunacy of the Overstock brand What’s in a brand name? If you consider the Overstock brand, you see a very confused one resulting in an online retailer getting crushed by Amazon. If...
Repositioning brands to steal share

Repositioning brands to steal share

Repositioning brands When repositioning brands makes sense Mergers and acquisitions demands repositioning brands to steal market share There are many reasons brand directors and marketing executives consider repositioning brands. Certainly, acquiring additional brands...
Brand relaunching. Reposition for relevance

Brand relaunching. Reposition for relevance

Brand Relaunching Considerations Brand relaunching. How to win. Brand relaunching is an important part in repositioning a brand. And everyone knows that it is necessary to reposition a brand when its meaning has lost some of its relevance and luster. Markets decide...
The much-needed rebranding of Papa Johns pizza

The much-needed rebranding of Papa Johns pizza

Papa Johns pizza Tom Dougherty, CEO – Stealing Share 5 March 2018 The much-needed rebranding of Papa Johns pizza Rest in Peace, Papa Johns pizza. Or, at least, it was (not) nice knowing founder John Schnatter. The day after NFL fires Papa Johns pizza as the...
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...
Applebees brand admits failure. Now what?

Applebees brand admits failure. Now what?

Applebees brand Tom Dougherty, CEO – Stealing Share 14 August 2017 Applebees brand admits failure. Now what? I’m never shy about my distaste for the Applebees brand or its stores. But I’m giving the restaurant chain this. At least it’s coming to know who it is...
The meaningless name change of Dunkin Donuts

The meaningless name change of Dunkin Donuts

Dunkin Donuts Tom Dougherty, CEO – Stealing Share 10 August 2017 The meaningless name change of Dunkin Donuts According to an interview with Nation’s Restaurant News last week, Dunkin Donuts is toying with the idea of removing Donuts from its name. The company...
Rebranding strategy is SOP. Not an exception.

Rebranding strategy is SOP. Not an exception.

Rebranding Strategy Development Rebranding Strategy Your Rebranding Strategy A new rebranding strategy is necessary when your brand is not as successful as planned. Now, that may sound stupid and simplistic but it’s the hard truth. Rebranding does not always involve a...
Theme line or Tag line? What’s the difference?

Theme line or Tag line? What’s the difference?

The Difference. Theme line or Tag line. Tom Dougherty, CEO – Stealing Share 23 March 2017 Theme line vs tag line A tag line is not a brand theme line Don’t confuse an advertising tag line with a brand theme line. They serve different purposes. A tag line is a...
Rebranding elements to grow market share

Rebranding elements to grow market share

The intricate rebranding elements Rebranding elements to grow market share Rebranding elements go far beyond just the logo and color palette, which are simply representations of the brand. The new brand identity needs to reside in everything you do, say or imply....
The soft drink industry sees trouble

The soft drink industry sees trouble

The soft drink industry sees trouble Tom Dougherty, CEO – Stealing Share 23 December 2016 The soft drink industry must wake up to a new reality. You see, there are all kinds of business trends that are transforming industries. We’ve already seen what our...
American Airlines Rebranding Failure

American Airlines Rebranding Failure

American Airlines Rebranding Failure Tom Dougherty, CEO – Stealing Share 17 November 2016 American Airlines rebranding is an example of all that is wrong with branding. The American Airlines rebranding initiative earlier this year is an example of what pisses me...