You can see it… the hesitation in their eyes. Many a marketer from a traditionally male-oriented brand responds to the idea of "marketing to women" like this: "But, if we "’feminize’ the product, won’t the men hate it?"
Argh, to that misconception. The truth is that men will hate it only … Read on >
Two stories crossed my path this morning that should provide more ammo for any brand still not convinced that they need to go green (I know you are out there…). The nuggets of insight therein: Environmental awareness has gone mainstream - way beyond treehuggers, and, your approach to "promoting" green-ness … Read on >
In my latest eBrandMarketing post, I write about how to make women seem less foreign as consumers. Yes - they are worth “studying,” but mainly it’s time to interact with them.
Here’s a clip:
In the marketing realm, there is much evidence of the same sort of fear of the … Read on >
Timothy Alex Akimoff of the Missoulian puts it so well, I’ll just let him do the honors:
It might have been interesting to be a fly on the wall the day the brewing industry decided to start marketing beer to women rather than just using them to … Read on >
If money can no longer be thrown about and perceived as a status measurement tool, where do people turn to gauge their place in society in times of economic challenge? It’s a tough call, because this sort of situation cuts to the quick, psychologically. Very few people would actually admit … Read on >
I find myself more often these days strongly encouraging clients and audiences - esp. those looking to connect with a relatively educated women’s market - to explore their … Read on >
Thanks to the Springwise newsletter, I just read about Carrotmob - a very clever, crowd-driven approach to changing the behavior of store owners and brands toward more environmental … Read on >
1) Aliza Sherman-Risdahl, one of the pioneers of women in technology and author of several books (including her latest, The Everything Blogging Book), just launched the Small Biz Tech Girl podcast. Her years in the business, experience with her own entrepreneurship and ability to make technology … Read on >
Embrace your feminine side, and you’ll go far in reaching women! This shouldn’t be news, but the reminder is always worthwhile. My latest eBrandMarketing.com post does just that. Here’s a sneak peek:
Business is often approached in a linear, set, “we’ve always done it this … Read on >
Instead of writing a book review of Michele Miller and Holly Buchanan’s new book, The Soccer Mom Myth, I decided to interview Michele - who has become a close personal friend over the past few … Read on >
Peak: How Great Companies Get Their Mojo from Maslow
by Chip Conley
I'm a big psychology buff, so this application of Maslow's hierarchy of needs to the business realm fascinated (and resonated) with me. As Conley mentions, psychology in business has long been about "fixing it," but that won't necessarily "offer the opportunity for transformation to a more optimal state of being or productivity." Everyone can learn from this discussion.
The Sexual Paradox: Men, Women and the Real Gender Gap
by Susan Pinker
A fascinating examination of how sex differences play out over the life span. One interesting quote: "For most women it's less a question of who's able to win. It's whether competing feels good and is worth the cost."
Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes
by Katya Andresen
Andresen writes that causes can learn from traditional marketers, but after reading this, I'd argue that traditional marketers can learn from the causes profiled. An interview with Andresen is included in my eBook, 9 Minds On Marketing.
You Just Don't Understand: Women and Men in Conversation
by Deborah Tannen
Men have a more asymmetrical, positioning approach to communication, while women have a more symmetrical, connecting approach. This is a classic worth revisiting frequently.
BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman
by Mary Brown and Carol Orsborn
It's a hot topic - and the case studies and examples presented in BOOM can offer up insights to get you started.
