It has been roughly a decade since the concept of “marketing to women” first got some attention, and a lot more brands are considering the importance of the women in their markets. (A round of applause goes here.) But, do I still detect a pink tinge in a lot … Read on >
Why does my mom’s 2003 Subaru gleam so bright in my eyes and why do I drool over a friend’s new mountain bike or cashmere sweater? They may all be shinier and spiffier than what I own, but the reality is my almost 10-year old car works just great, I … Read on >
It isn’t easy being green, especially if you are a retailer conflicted between growing your physical space (in terms of square footage or number of stores) and inefficient use of environmental resources. There are several ways to go about it. You can certainly follow the traditional path and grow stores … Read on >
Who talks more? There is the gender stereotyped answer, and there is the research - which still doesn’t seem to add up. Case in point: Either women talk way more than men (20,000 words to 7,000 words - as cited in The Female Brain) or they don’t (16,125 to … Read on >
How to market a product that people buy furtively, at best? 1) use humor, and 2) reflect your core market’s reality. Trojan’s new ad campaign, "Evolve," is doing that, and doing it well, to inspire sexually active young men and women toward more responsible behavior. Some networks don’t approve … Read on >
If we re-package marketing to women a bit (new look/feel/name), will more businesspeople pay attention to the opportunity therein? I think Daniel Pink may have been onto something with his description (in A Whole New Mind) of R-directed thinking and the “conceptual age.” I explore this a … Read on >
In my latest HuffingtonPost contribution, I write about the TNS Retail Forward
study showing that male grocery shoppers tend to: pretend the item is out of stock if they can’t find it, call their spouse for help while there, and dislike the self-serve
checkout aisle because they don’t like loyalty … Read on >
Yesterday, my first Huffington Post contribution was posted on their newly launched business page. It should be fun to connect with that broader audience, and to challenge my writing (style and frequency) a bit. The post gives a few suggestions for the web sites of today’s presidential … 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.
