There’s been quite a lot of discussion about Dove’s Men+Care Super Bowl ad, and rightly so. But, (for the love of…) don’t let their success lead you to the extremes of “me-too” and “we’ve got to get in on this marketing to men thing.”… Read on >
Bad examples are often the best teachers. Beds specifically designed for men, and all the stereotypes and cliches that implies, may serve just such a purpose. To me, this bizarre new trend in “marketing to men” wins the worst case gender-focused prize of the year (so far). The story and … 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 >
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 >
Part of my personal mission in marketing to women is to be able to, finally, take gender out of it. I believe that while women will always be the general core market and toughest customers, we are headed into a time, culture and generation where men, too, will be more … Read on >
If ESPN is noticing “the new male consumer,” he is surely entering the mainstream. This man, as described in a TV Week article on ESPN’s shifting ad approach, is someone “a different set of advertisers need to reach. Those new males are booking family vacations, picking … Read on >
At this moment in time, you wouldn’t think an ad campaign for an American made, large-sized truck, would offer new ideas in reaching today’s consumers. After all, the big three auto brands, in general, and anything larger than a Prius, specifically, seem likely to be on their last legs (wheels?). … 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 >
What makes you buy? Which ad campaigns have caught your attention lately, and why? What is it about the American Express “My Life. My Card“, Kleenex “Let It Out” or recently launched Rockport “Choose To Walk” campaign (as critiqued by Stuart Elliott in the New York … Read on >
In an interview entitled, “Is Marketing to Women Dead?” - Maria Reitan, host of Purse Strings Radio, and I talk about how gender awareness is evolving in marketing, including which brands already address those changes in how men/women buy with their ad campaigns. Marketing to women isn’t … Read on >
