Tag Archives: brand 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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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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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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Life is Good Goes for Grand

Original Jake drawing from Life is Good, brand in adolescence

Original Jake Drawing
Image source: lifeisgood.com

While many families chose warm weather destinations for the February school vacation, my son AJ and I took a road trip to Vermont and upstate New York.  No, we are not skiers.

Why would we choose a subzero-temperature week to travel to these northern locales?

To look at colleges.

AJ is a junior in high school.  Though he will not be applying to colleges until next fall, we are visiting now so that he will know where he wants to apply then. read more

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What a Croc

Crocs in all rainbow colors

Image source: naturalrezources.com

I was a persistent child.  How persistent?  Let’s just say that several times during my childhood my father wished, “May you have a child just like you.”

Well, I did.  Two of them.

On a Monday in early January 2004 my daughter Fiona came home from preschool and demanded to know when we were going to Disney World.  Several of her friends had gone during the December break, so when were we going?  My husband Dan and I just smiled and said we did not know.

She inquired again on Tuesday.  On Thursday.  On Saturday.  On Sunday.  Our 5-year-old son AJ began asking as well. read more

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Totally Tubular

Image source: Scott Products | Facebook

Image source: Scott Products | Facebook

I never knew toilet paper could be exciting until I met Dave.

Dave joined me in the Veryfine Marketing Research Department in the early days of 1993 after a two-year stint at James River, maker of Quilted Northern bathroom tissue.  He entertained us with stories of the brand’s relaunch the year before.  Segmentation studies had characterized different types of toilet-tissue users.  Press releases detailing the segments had persuaded radio personalities to talk about the product.

Clearly James River employees and their marketing agencies had both great creativity and a good sense of humor. read more

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Driving Miss Millennial

Buick-LeSabre-280x172Last Wednesday, my husband Dan and I took a two-hour course on the Massachusetts junior operator driving laws with hints on how to teach our son AJ to drive.

Like every other childhood milestone, approaching this one for my son conjures memories of my own experience.  Being the eldest child in my family, I believe it was my driving education that caused my father’s first gray hairs. read more

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When Brands Go Too Far

Strange-Brandfellows-Claritin-Mattress-Protector-225x300My husband Dan is a champion shopper.

When we identify a need in the household, it goes on Dan’s mental list.  He doesn’t like to let his list stagnate.  He begins to keep an eye out for the item and to research it.  Before long, he’s able to give you an outline of the choices available and each choice’s defining features.

Having Dan’s shopping prowess in the family is a huge advantage.  It makes the difference between thinking about a potential purchase to improve the house and actually making it.  One of Dan’s recent quests resulted in a fabulous new refrigerator.  read more

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Tell Me A Brand Time Story

cropped-veryfine-book-pic-246x300I love to write.  I’ve been writing since I was 15 years old.  I owe my discovery of this passion to my brother Ken.  (Thank you Ken!!)

Ken is nearly six years younger than I am.  When he was nine years old, he gave me a small journal for Hanukkah.  It was about five by four inches and had a gold and white cover.  I was so charmed that he would spend some of his allowance to buy me a gift – we didn’t usually exchange among siblings at that point. read more

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