Category Archives: Starter Set

Get Personal

fidelity-personalized-email-280x171Like you, I play many different roles in life.  And I have different names depending on the role I am playing.

You know me as Evelyn.  My kids call me Mom.  New acquaintances initially address me as Ms. Starr.  And when my kids and husband are searching for something around the house, they refer to me as “finder of things.”

Those are names I enjoy.

But apparently I have a whole bunch of aliases.  read more

Posted in Marketing Insights, Marketing Tools & Tactics, Starter Set | Tagged , , , , , | Leave a comment | Back to top

The Brand Formerly Known As…

artist-formerly-known-as-prince-280x280I’ve had a love-hate relationship with my name during the course of my life.  Or I should say hate-love.  The dislike came first.

In elementary school, I was the only Evelyn.  Not just in my class or in my grade.  But in the whole school.

No one that age wants to stick out.  I would have given my eye teeth to be the fifth Carolyn in my grade instead of the one Evelyn.  (I didn’t love my teeth either pre-braces.) read more

Posted in Brand Growth & Rebranding, Brands In Adolescence, Marketing Insights, Starter Set | Tagged , , , | Leave a comment | Back to top

Try Me

ESA-Marketing-Sample-Pen-280x210You know how your parents told you not to talk to strangers?  Well one day on vacation I not only spoke to a stranger, I invited her to my hotel room.

In October 1996 my husband Dan and I took an ABC Tour vacation to Asia.  My parents had taken the same tour six months earlier.  Among the highlights they mentioned were the free five-minute massages that they got from a group of Thai masseuses who hung out outside one of the temples in Bangkok.

The day we toured the temple, there they wereread more

Posted in Marketing Insights, Marketing Tools & Tactics, Starter Set | Tagged , , , | 2 Comments | Back to top

You’ve Got a Friend in Me

Randy-Glasberg-looks-aren-t-everything-cartoon-280x192On Wednesday I had a conference with my daughter Fiona’s seventh grade teachers and learned that she is a model student in her science class.  (Thanks for indulging my moment of parent pride.)

I liked seventh grade science too, except for when we dissected a frog.  I was grateful to my teacher, Mr. Maccubbin, when he pointed out the “dissection relief bag” pinned to the corkboard on the wall.

The whole frog thing seemed traumatic until my sophomore year biology teacher, Mrs. Mackey, announced that we’d be dissecting a guinea pig.  read more

Posted in Brand Growth & Rebranding, Marketing Insights, Starter Set | Tagged , , | Leave a comment | Back to top

Time to Change the Donuts

Me-with-Fred-the-Baker-280x279That’s me in the Polaroid instant photo with actor Michael Vale, better known as Fred the Baker, or the guy who used to utter “Time to make the donuts.”  Mr. Vale was at the Dunkin’ Donuts National Convention at Disney World in 1996 to grace franchisee and employee fans like me with a photo opportunity.

Mr. Vale had been portraying Fred the Baker for 14 years by the time we had our brief encounter.  Much had changed for Dunkin’ Donuts in that time.  read more

Posted in Brand Growth & Rebranding, Brand Storytelling, Marketing Insights, Starter Set | Tagged , , , , , , , | Leave a comment | Back to top

Be the Bartender of Your Brand

Ted-Danson-as-Sam-Malone-on-Cheers.jpg-280x260I waitressed for two summers during college and met some pretty interesting people.  The first summer I worked the counter of a Bloomingdale’s restaurant in Hackensack, New Jersey.  I served two Secret Service agents who were trailing Pat Nixon and her daughter Tricia who were eating in the dining room of the restaurant.  Nice guys, easy going, and tipped well.

Prior to my sophomore year I worked at a 24-hour diner called The Forum.  The Saturday night shift went from 5 pm to 4:30 am.  As you could imagine, the crowd here differed from Bloomingdale’s. read more

Posted in Marketing Research Tips, Marketing Tools & Tactics, Starter Set | Tagged , , , , | 8 Comments | Back to top