Our clients believe most brand firms and advertising agencies get brand strategies wrong, and companies looking to steal market share end up disappointed.

We believe we know why. The brand resources listed here let you know how Stealing Share sees brand and what most often goes wrong. Brands too often look from the inside out (from the point of view of the brand itself) and not from the outside in (from the point of view of the target audience). Brands too often position themselves in a place already occupied by its competitors, giving target audiences no reason to switch and no way to choose. Or, some see brand as a way of being artistically important or attention grabbing, both of which can be used to support your brand strategies but don’t drive them to increase market share.

Brand is more than about who you are. It’s who your customers are when they use your brand, positioned against the competition in order to steal share, and include brand strategies that flow from that position to change preference.·

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