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 >
Especially in an industry is rooted in the construction and building industry (where bigger and more imposing have long been "better"), it can be hard to even wrap your mind around how the consumer actually experiences the space. Imposing structures do not inspire a lingering shopper - who knew?
So, … 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 >
I spent a few days in Bermuda with a small group of independent jewelers looking to learn more about reaching women, without alienating men, and how to allow for the generational differences they had begun to notice - in terms of store layout, music, marketing tone etc. Outside of … Read on >
Because I still see examples of it, I feel the need to occasionally return to the dangers of making assumptions about your female customers. These assumptions are reflected in the brands that seem to be trying desperately to reach more women by adding nail polish, diet tips, sex advice or … Read on >
Thirty shopping center development, leasing and marketing specialists heard my take on the broader trends in marketing and gender at a NYC dinner event. Conceptual age marketing, with an emphasis on not making assumptions about what women like or respond to, were among the points I covered. This is … Read on >
During my recent discussion with Katya Andresen, I realized that there was a resource many corporations might not be aware of - one that could help them better plan/organize/develop their own cause marketing efforts. Katya is the VP of Marketing for the Network for Good - and, though, … Read on >
I’ve been writing about a gender trap recently - in that lots of brands are still approaching the women’s market at the extreme of the gender pendulum (in an overly “girly” manner) when they don’t need to. One way to demonstrate this is to talk about brands that are marketing … Read on >
Leadership and the Sexes: Using Gender Science to Create Success in Business
by Barbara Annis
"The future of corporate success (especially with women occupying 50 percent of the workplace) lies in women and men both becoming gender intelligent in negotiations." This book is HR/leadership-focused, but there are significant implications for marketing team effectiveness and the understanding of today's consumers.
Guyland: The Perilous World Where Boys Become Men
by Michael Kimmel
Kimmel offers incredible insights on how young men view their own masculinity (and why). The way men think, in general, will be key to the broader gender trend conversation of the 21st century - with some major marketing implications (if you ask me).
The She Spot: Why Women Are the Market for Changing the World -- And How to Reach Them (BK Business)
by Lisa Witter and Lisa Chen
Social change driven by women - how much more hopeful about our world could you get? This book is well-written, and its nonprofit advice also applies, for the most part, to corporate marketing.
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."
