Tag Archives: brand strategy

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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We Laughed, We Cried, It Was Better Than Cats

L'Oreal ad with Cybil Shepard Because I'm worth itOne endearing quality about my sister when we were growing up was that she sometimes cried at TV commercials.  There was one in particular where a large litter of puppies greeted children at their grandmother’s house that got her to well up.  I was not surprised when, as an adult, she got a dog.

I teared up at commercials too when I was a child, and felt funny about it until I noticed her doing it.

I still shed tears at TV ads once in a while.  And not just when they are maddeningly bad advertising. read more

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Car Talk

Silver Honda Pilot

Photo credit: Fiona Traub

I grew up in a family that bought large used cars.  My dad was good at finding sturdy, reliable cars that owners no longer wanted once they had logged 40,000 miles.  He bought the ones that a local mechanic blessed and could fix for a couple hundred dollars.  Then we drove them another 80,000 – 120,000 miles.

So it may not come as a surprise to you that I am driving a 2006 Honda Pilot with 113,000 miles right now. 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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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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Inquiring Minds Want to Know

Image source: http://webmentorforwomen.com/web-mentor-blog/

Image source: http://webmentorforwomen.com/web-mentor-blog/

Would you hire an ambulance driver to repave your driveway?

My parents did.

Two days before Thanksgiving in 1980, my mother broke her ankle.  She tripped on something left on the stairs while she was descending and carrying a laundry basket that blocked her view. read more

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What Barbara Walters Can Teach You About Marketing


To say that I was a curious child is an understatement.  I asked questions relentlessly. I was always trying to figure out how things worked and to understand why people did what they did.  My parents patiently answered my questions, probably hoping I would outgrow the phase.

It never happened. read more

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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

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Mirror, Mirror


Photo by AJ Traub

I didn’t see it coming.


For months I had been noticing that it was getting harder and harder to read.  I am a voracious reader.  For the past few years I have been dealing with my aging eyes by holding books progressively further away to see them better.  And until a few months ago, it had been working well.

So when I noticed this new found difficulty, I assumed that the distance I needed from the book had finally outgrown the length of my arm.  (And my arms are long!) read more

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