Mickey Mouse mangos and Spider-Man strawberries? Kid-friendly characters like the Marvel Comics webslinger and Mickey Mouse are increasingly popping up on fruits and veggies as part of a move to make healthful foods cool through packaging gimmicks and tie-ins with children’s media properties such as Disney and Nickelodeon.

   Pumpkin beer. Pumpkin coffee. Pumpkin doughnuts. Pumpkin chocolate. Even pumpkin potato chips. It’s clearly time for a pumpkin backlash. And just as more and more marketers hop on the pumpkin craze-by all accounts started by the introduction of Starbucks' pumpkin spice latte in 2003-it seems that the resistance is building.

    A trusting relationship has two important characteristics. First there is integrity. A person is who they represent themselves to be. They make a promise and they keep their promises. The second quality is competence. You and your spouse can have a very trusting relationship with each other. But will he or she trust you to do open heart surgery on them?

   What should be the content of your loyal customer emails? No matter what I say. No matter what you think. If you want to get your customers to read your emails, you must give customers what they want, not what you want. Every business is different.