Here’s an excerpt from the lead article in my latest newsletter, about taking a more journalistic approach to studying and serving consumers:
A few weeks ago I heard Malcolm Gladwell speak to an audience of homebuilding industry CEOs about how people make decisions or judgments. That is also the … Read on >
A few weeks ago I heard Malcolm Gladwell speak to an audience of homebuilding industry CEOs about how people make decisions or judgments. That is also the general topic of his most recent book, Blink, which explores two ways of decision-making: 1) the data-driven to the nth degree, … Read on >
Coming up with a title for this post was hard. The word “feminist” throws all sorts of people of both genders out of whack, and why would I want to look at how this applies to marketing, anyway?
When I came across Dave Hill’s article in The Guardian, I … Read on >
In my latest eBrandMarketing.com post, I write not about any tactical aspects of marketing to women, but about the broader brain preparation - how to get your mind ready to learn how women in your market buy. Having an open mind is one of my suggestions and continually … Read on >
1) Recent Social Technologies/Spike TV research shows that "guys are still deciphering what it means to be a man in the post-feminist world," and, as Social Technologies Senior Analyst Chris Carbone further explains: "Life is complex, and even contradictory and—just like women—guys … Read on >
For a few days last week I worked with Jim Oswald* (see more on him below) on a graphic illustration project about what vibrant community means. The idea was to gather the words and thoughts of passersby at the Pacific Coast … Read on >
1) In a New York Times article (6.22.08) on how celebrity sells, reporter Julie Creswell goes into some depth on how both brands and celebrities are getting a lot more creative (and involved) in their mutually beneficial marketing-related relationships. In the piece, Robert Cialdini, a professor of psychology and marketing … Read on >
In general, women may not be the earliest adopters of new gadgets or technology, this is true. However, as a New York Times article by Laura M. Holson … Read on >
I’ve been talking with a lot of men lately about if and how gender roles or stereotyping issues come up for them (or against them) in life and in business. Mainly our conversations have been about how, while they don’t know about other people, they feel like they’ve built a … Read on >
I came across this post, Word Revocation: “Men” and “Women” on Squashed - and thought it might be a great inspiration/exercise for men and women on marketing teams. Here’s a clip:
The gendered terms don’t fit perfectly or even very well. The words aren’t the cause of … 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.
