CMOs realize they must steal market share

CMOs realize they must steal market share

Well, this isn’t much of a surprise. According to survey of chief marketing officers, only 5% said they were confident in their agency’s performance. The survey, conducted by the CMO Council and Ebiquity, was focused on how satisfied CMOs were about receiving the...
Beer branding, the battle for market share

Beer branding, the battle for market share

Beer branding, the battle for market share Beer Branding as a way to clear out the clutter Interest in beer branding has never been keener. Marketers in every beverage category are struggling to create even the thinnest shred of product differentiation in a...
Facebook’s likes are worth money? Not really.

Facebook’s likes are worth money? Not really.

Facebook’s likes are worth money? Tom Dougherty, CEO – Stealing Share 21 May 2013 Well, not really I have always had trouble understanding what the fuss is about concerning Facebook’s likes for brands. Those brands spend an inordinate amount of time on...
A warning about Brand Match: Don’t take the shortcut

A warning about Brand Match: Don’t take the shortcut

A warning about Brand Match: Don’t take the shortcut Tom Dougherty, CEO – Stealing Share 11 June 2012 Be very wary of research claims from Brand Match As I’ve said many times before – and it’s a mantra of sorts at Stealing Share – that we all buy a...
Ads with CEOs that do everything right but what is most important

Ads with CEOs that do everything right but what is most important

Ads with CEOs that do everything right but what is most important Tom Dougherty, CEO – Stealing Share 14 March 2012 Here’s the main question: Do they steal market share? This is what I hate about attempts to evaluate advertising. Ace Metrix recently graded...