A soon to be college grad interviewing for an entry level position was telling me about a school project in which he had to study a failing brand and make recommendations to turn it around. I inquired about the brand – which had he chosen?

“Starters.”

I thought for a moment. “Starters? I’m not familiar with that brand. What is it?”

Enthusiastically he answered, “It’s an athletic brand. It’s pretty popular among the college set. I wouldn’t expect someone from your generation to know what it is.”

Ouch.