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What we can learn from marketing-to-women fails and successes

When it comes to marketing to women, some brands know how to reach the target while others completely miss the mark. Here are two recent examples of a marketing (/M2W) fail and success, and what we can learn from them. M2W fail US-based IBM probably meant

Why Dove’s latest campaign hits the mark with women

An ongoing, overseas Dove campaign that recognises the sacrifices women make for one another has authentically hit the mark with its female audience. We’d like to share why, and how other brands can learn from it. On International Women’s Day (this past March) Dove and its

Hospitals offering luxury services to reach women

Imagine attending a yoga class or lounging in a terrycloth bathrobe, in front of a flat-screen TV – as part of your in-patient, hospital stay. Yes, it’s actually happening at some East Coast medical centres in the US, says a recent article. And why not? Given

Should brands diversify their teams to reach women?

Too many car brands are still ignoring the female market, reports a recent Guardian article, despite the fact that women are responsible for 66% of decisions to buy new cars in the UK – that’s 70%, in Australia. Such companies aren’t recognising that women actually