We live in a time of commoditization, where logic/linear thinking doesn’t necessarily help us differentiate or guide our decisions like it used to. This is no surprise.
In his already-classic book, A Whole New Mind (Riverhead Books, 2005), Daniel Pink addresses this as he writes of a new conceptual age. … Read on >
Kids seem to mature through a phase of attention seeking, and that should be the case with brands, as well.
Lily, my 3-year old neighbor is a great example of this sort of human nature in action: she just can’t bear it if I’m talking to, or watching, her twin brother, … Read on >
Remember when women used to be viewed as a homogenous “minority” consumer segment? That time has certainly come and gone, as evidenced by the money that car manufacturers, hardware stores, banks and cosmetic retailers, among others, have been putting into more narrowly focused, segment-specific campaigns.
Yet single women remain one … Read on >
9 Minds on Marketing, a special 800CEORead eBook of essays based on interviews with some of the great marketing-minded authors (and a few from outside marketing) around. Originally published in October of 2006, it is now a FREE download.
These past few months I’ve been studying up a bit on storytelling. I read ‘The Story Factor’ by Annette Simmons (run, don’t walk, to get it) for a writing project, and have been putting her ideas to use by collecting and writing down (this is key) my own in order … Read on >
Though the now-common parlance for describing this field of study is ‘marketing to women,’ I struggle with it. Isn’t the whole point of being guided and inspired by your women’s market to be marketing WITH them?
Here’s my thought:
Marketing TO seems like a ‘push’ approach – as in: ‘This is … Read on >
“The non-planetary, bookshelf versions of ‘Venus’ and ‘Mars’ have conspired to make even the prospect of marketing to women a scary thing for a lot of men in business.” For all common men out there: don’t be afraid! Link to the ChangeThis site to download the PDF. … Read on >
There’s no denying it: Women shop—sometimes by choice, and sometimes by necessity.
Women therefore have a lot of buying decisions to make—for their husbands/partners, kids, parents, and maybe even some friends, in addition to themselves. Today’s women, much more than the women of yesteryear, have many more products to choose … Read on >
Buzz-worthy ad campaigns have long hinged on music choices. Take, for example, Volkswagen’s use of Nick Drake’s “Pink Moon” a few years back, or more recently, The Gap’s Lenny Kravitz/Sarah Jessica Parker music video style ad to the tune of “Lady.”
A campaign with a well chosen soundtrack like either … Read on >
What do Target, iPod and Hoover have in common? These brands have learned how to catch a woman’s eye.
I know. Enough already about Target and iPod, you say! Still, for those of you interested in the women’s market in particular, the connection between increasing sales with your female customers … Read on >
