But they’re trying too hard. They’re selling the wrong thing. And my friends and I won’t be fooled. – Lauren Edelson, in The New York Times, December 6, 2009
This young woman was not writing about a pink, “for women” ad campaign, but she so well could have … Read on >
A few trends are aligning that have already and individually been making a difference in the world of marketing. They have to do with consumer gender, corporate responsibility and values-based humans (as consumers and employees). While addressing these will be challenging for marketers, I believe it will be worth … Read on >
Raise your hands. Who finds the image of a dominatrix sexy? Who might aspire to Levi Johnston’s sex life? And, who in the world is most likely to care about “Greg Brady’s” reality show or his much too graphic displays and intimate discussions with his “super-hot” young wife (egads – … Read on >
These days there are many great sources for studying up on the best practices in marketing – and two of my favorites are published via The New York Times: Rob Walker’s Consumed column in the magazine and Stuart Elliott’s Campaign Spotlight. Neither of these guys writes a “marketing to women” … Read on >
A Brandweek story on the revamped marketing effort of Campbell’s Chunky Soup is a great follow up to my recent post about Blue Nile. The soup category is one that, like engagement rings, represents a gender split when it comes to defining the core customer. In the case … Read on >
Do you know how rules and regulations, or self-imposed parameters for a project, tend to make for more creative and effective results? Well, in my mind, the same goes for marketing to women. What if you were forced by a state law not to be obviously gender-specific in your marketing … Read on >
Something is very different in designing and marketing gadgets and “apps” in today’s world. Performance, while important, is no longer king, and consumers demand that the darned things fit into or ease their lifestyles. Interestingly to me, that often means … Read on >
Whenever I read about some brand launching an essay/photo contest, it’s usually a company focused on reaching women. You know the ones: “Submit an essay on your favorite mom/baby/romance/girlfriend moment, and win a year’s worth of spa treatments/diapers/roses/yogurt.” That’s why I took notice of the clever play on the more … Read on >
If marketers continue to create campaigns based on thinking that “men always do this” or “women always do that,” they are going to fall into a gender trap. In this era of the much more diligent shopper, we just can’t … Read on >
Perhaps it’s because I was born/raised in the teeny town in Michigan where Whirlpool is based, but I have a soft spot, generally, for both their products and their marketing campaigns. The latest news is their research on how energy efficiency-aware or not appliance shoppers are, and how the … Read on >
Author: 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.
Author: Daniel H. Pink
R-directed thinking (often referred to as the more feminine type of thinking) is starting to get its gender-neutral due, and people who can think more holistically are seeing the rewards in this new conceptual age.
One man’s evolution from successful conventional business thinker to practically iconic sustainable business thinker. Anderson’s book is a great entry point for any businessperson considering sustainable development.
