by Evelyn Starr | Apr 12, 2018 | Brand Strategy, Marketing Insights
Last Saturday while I was getting my hair cut, my stylist and I chatted about our plans for the weekend. After sharing mine, I asked about hers. “Well…,” she said, “I have to be at a social media training session for the salon tomorrow from 10-2. They’re going to show...
by Evelyn Starr | Mar 9, 2018 | Brand Growth & Rebranding, Brand Strategy, Brands In Adolescence
One summer day a few years ago I saw a parking patrol officer in the center of town roll down the sidewalk on a Segway Human Transporter (HT), stop at an expired meter and issue a ticket to the offending car. The sight of him made me realize that I had forgotten to...
by Evelyn Starr | Oct 13, 2017 | Brand Growth & Rebranding, Brand Strategy
Can you imagine Jerry Seinfeld not being funny? Or Amy Schumer? Or Chris Rock? If you attended a stand-up performance and they were performing with a cold, you could excuse them for not being healthy. The show must go on. If their outfit did not appeal to you, you...
by Evelyn Starr | Sep 8, 2017 | Brand Strategy
About eight years ago I went from striving to finish a 32-ounce tub of yogurt before it went bad (usually over three or four weeks) to consuming a tub a week. Two events led to this change. First, my husband Dan and I began taking annual summer trips to The...
by Evelyn Starr | May 11, 2017 | Brand Growth & Rebranding, Brand Strategy, Brands In Adolescence
If 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...
by Evelyn Starr | Apr 14, 2017 | Brand Growth & Rebranding, Brand Strategy, Marketing Insights
When a fashion-conscious teenager opts for a 104-year-old product, there must be something special about it. So when my 16-year-old daughter Fiona chose L.L. Bean rainboots, I had to ask her what the appeal was. To Fiona’s credit and my relief, she did not say...
by Evelyn Starr | Mar 9, 2017 | Brand Strategy, Brands In Adolescence, Marketing Insights
Do 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...
by Evelyn Starr | Jan 13, 2017 | Brand Strategy, Brands In Adolescence, Marketing Insights
What 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? Most business...
by Evelyn Starr | Dec 9, 2016 | Brand Growth & Rebranding, Brand Strategy, Brands In Adolescence
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...
