by Evelyn Starr | Jan 22, 2021 | Brand Experience, Marketing Insights
I gave up making New Year’s resolutions years ago. I’m more of a make-a-goal-when-you-need-a-goal person. But on New Year’s Day 2020 I got drawn in by Tara Parker Pope’s “7-Day Sugar Challenge” in The New York Times. Pope almost lost me on Day 1 with her admonition to...
by Evelyn Starr | Dec 11, 2020 | Brand Experience, Brand Strategy, Marketing Strategy
My son AJ has always had a penchant for colorful clothes. Orange is his favorite color. A fair portion of his wardrobe reflects that, along with an ample array of reds and greens. On November 11, I sought to replace a beloved, well-worn pair of Nike orange sweatpants...
by Evelyn Starr | Nov 13, 2020 | Brand Experience, Brand Growth & Rebranding, Marketing Strategy
Early November brings certain reliable events to our New England neighborhood. The whir of leaf blowers replaces the buzz of lawn mowers as trees shed their remaining colorful leaves. At least one household begins prematurely displaying holiday lights. Sweaters,...
by Evelyn Starr | Oct 9, 2020 | Brand Growth & Rebranding, Brand Purpose & Values, Brand Strategy
When I started my business in late 1999, I spent time interviewing self-employed contacts for advice. One mentor told me she limited herself to working with three clients at a time. That piece of advice has been invaluable to me. A three-client roster does not sound...
by Evelyn Starr | Sep 11, 2020 | Brand Purpose & Values, Brand Strategy, Brands In Adolescence
A new client requested a Skype call recently. I installed Skype on my new laptop and wanted to test drive a call with my son AJ. When I asked him, AJ said he did not think he had it installed on his four-year-old laptop. Then he asked if my new client was 80 years...
by Evelyn Starr | Aug 14, 2020 | Marketing Insights, Marketing Strategy
In October 1991 I took a Marketing Research Analyst position with Veryfine Products, a juice company headquartered in Westford, Massachusetts. I was in the middle of my MBA program, the first half of which I attended full-time. For the first 18 months that I worked...
by Evelyn Starr | Jul 10, 2020 | Brand Growth & Rebranding, Brand Storytelling, Marketing Insights, Starter Set
This post originally appeared in March 2012 and remains one of my most popular. Updated on July 10, 2020. That’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...
by Evelyn Starr | Jun 13, 2020 | Brand Experience, Employee Engagement
On March 30, like thousands of people, I turned to Amazon.com to buy toilet paper. Our household was not desperate, but after weeks of empty store shelves I was looking to secure a future supply. Amazon was empty too, except for two offerings from a brand I’d never...
by Evelyn Starr | May 15, 2020 | Brand Experience, Brand Growth & Rebranding
I’ve been racking up miles lately. On foot. Power walks were the least frequent choice of my go-to exercise triumvirate – hot yoga, elliptical trainer rides and power walks – until mid-March. Now they are now the most frequent. I walk fast and greet everyone I...
