Category Archives: Brands In Adolescence

Airbnb’s Wild Ride

Airbnb billboard saying "We imagine a world where can belong anywhere." brand in adolescence positioning

Image source: underconsideration.com

From the moment my eighth grade French teacher informed me that you could study abroad in college I knew I was going to France.

Six years later I spent the summer preceding my junior year at a program in Avignon and the fall semester in Paris. I traveled for the two months in between. read more

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Why Your Brand Needs a Niche

Find Your Brand Niche Sweet SpotIf you wanted to buy a book online, where would you shop?

If you wanted to buy organic foods, where would you go?

If you wanted to see how your baseball team fared at its most recent game, where would you look?

Raise your hand if you answered Amazon, Whole Foods or ESPN. read more

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4 Undeniable Truths About Your Brand

Woman mannequin with sun glasses and speech bubble above her head talking to male mannequin who has no face telling him the truth about his brandDo you know how brand images are formed?

Come behind the scenes to my kitchen project and take a look.

I was seeking a tile contractor to install a new backsplash in my kitchen.  My aim was to get three bids. I got a list of names from two tile retail stores and contacted seven contractors. read more

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Netflix Ain’t Chillin’

Netflix logoWhat do Netflix and “The Godfather” have in common?

Both showcase visionary brands that have succeeded with unorthodox methods.

In Netflix’s case, to paraphrase Mario Puzo, keep your friends close and your competitors on the payroll.

Wait – what? read more

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Your Mission, Should You Choose to Accept It

Open Manila Envelope with Approved Brand Mission peaking out

Image courtesy of anankkml at FreeDigitalPhotos.net

I hate clutter. You might not know that from the condition of my home, but I do.

To reduce clutter, I regularly donate what we no longer use to the Big Brother Big Sister Foundation.

But prevention is the holy grail. I scrutinize purchase considerations and proffered hand-me-downs.  If I can’t envision their use we decline.

My clutter aversion makes me a wary outdoor market shopper though I love to look.  On a crisp mid-October Sunday I was perusing the last-of-the-season markets in Boston’s South End with friends, purchase-free until I met Kate Kellman. read more

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Vacation by Chocolate

Evelyn's Original Chocolate Wrapper from Hershey's Chocolate World brand experienceMy husband Dan has a particular knack when planning vacations.  I’m not talking about posh accommodations or exotic destinations or exclusive restaurants.

When he was helping to plan our trip to Paris to celebrate my 40th birthday, he discovered that a major chocolate exhibition was going to be there at the same time.  Besides sampling and purchase opportunities, there were multiple exhibits including a replica of a 17th century dress made of chocolate. read more

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Will Zagat Fly or Fade?

Zagats Boston Guide Brand in Adolescence At Risk of Not MaturingBefore I started writing monthly newsletters four years ago, I wrote restaurant reviews.  Just one or two a year for Zagat’s Boston Restaurant Guide.  One contributed review was enough to score me a free copy of the next guide release and seemed well worth the effort.

When Zagat first launched its guide in the early 1980s it was unique. It provided succinct reviews and ratings from patrons instead of critics.  This was revolutionary in the 1980s.

Like many new products, the Zagat guide emerged from the recognition of an unmet market need.  read more

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5 Mistakes That Hold Brands Back

Graph showing a plateau over time, no brand growth

Image source: workingequestrian.com

Has your brand hit a plateau?  Or is it growing erratically?  Does fostering growth seem harder than it should be?

Here are 5 common mistakes that could be holding your brand back.

  1. No clear brand definition.

Can you explain your brand clearly and concisely to a prospect?  If you struggle with its description, chances are you haven’t taken the time to define your brand. read more

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Whole Foods Frays Organically

Whole Foods Responsibly Grown LogoHave you ever wished for a personal chef?

Well for two months I had one.

In autumn 1999, after years of working as a chef on yachts, in restaurants and on catering gigs, my sister-in-law Rachael decided to transition to a new career:  web master.  Her transition involved relocating to the Boston area and earning Microsoft certifications.

Rachael moved to her parents’ house in Needham while she studied for her certifications and waited for her new Watertown condo to be ready.  Her parents decided to move to Cape Cod two months before her move-in date though.  So my husband Dan and I invited her to live with us. read more

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Don’t You Forget About Your Brand

Ally Sheedy's character in The Breakfast Club, before and after her makeover.

Image source: http://www.buzzfeed.com/sarag17/the-best-and-worst-tvmovie-makeovers-7gd5

This past March marked the 30th anniversary of the movie The Breakfast Club

For those of you who might not know it, the movie portrays the gathering of five stereotypical high schoolers (a brain, an athlete, a basket case, a princess and a criminal) for a day-long detention on a Saturday.  Over the course of the day, social barriers recede.  The teenagers share insights that both explain their stereotypes and undermine them at the same time.

The movie struck a chord with adolescents everywhere when it was released, and continues to engage succeeding generations.  My husband and I watched it with our teenagers a couple of years ago. read more

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