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 it to a perfect storm. Retailer uncertainty just...
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...
Retail Market Study. Redefining the category

Retail Market Study. Redefining the category

MARKET STUDY Retail Market Brand Study. A Failing Market. “Retail is in the throes of monumental change. Those who change everything will survive. Those holding onto outdated business models will die.” Retail market study. An in-depth look at the...
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 parts of a rebrand Rebranding elements to grow market share Rebranding elements go far beyond just the logo and color palette. The new brand identity needs to reside in everything you do, say or imply. Stealing Share creates and manages all of those...
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...
Personal branding forms unbreakable bonds

Personal branding forms unbreakable bonds

Branding an Individual Personal branding forms unbreakable bonds Personal Branding Personal branding is the most overused and most misunderstood of all the branding jargon I come across in my job title (Brand Strategist). Luckily I have never been asked to work on a...
Rebranding do’s and don’ts for marketers

Rebranding do’s and don’ts for marketers

Rebranding do’s and don’ts for marketers Many of these mistakes are made every day Rebranding is an effort that shouldn’t be taken lightly. That’s why, when the decision to rebrand is made, it should be completed with honesty and no holding back. Many...
Department Store Rebranding: Mandatory

Department Store Rebranding: Mandatory

A Rebranding Strategy for Department Stores Department Store Rebranding: Mandatory Why talk about department store rebranding? Because the department store market and the retail industry needs a complete reset (read a detailed market study of the entire retail...