Kindness counts more than brands have ever imagined, and a recent Harvard Business Review article offers a great example of what we mean. The author recounts the story of a US man who was visiting his cancer-stricken grandmother at the hospital. Because the soup there was so horrible,
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
Communicating to female consumers through storytelling may be one of the most effective ways for brands to reach her – and if you don’t believe us, just ask science, reports a recent article. Simply put, stories ignite the area of the brain that aids us in
If there ever was a reminder every brand needs, it’s this – 91 percent of women believe you don’t understand them, as a result of your advertising, according to The Lipstick Economy. Why is this important? Because of these women, 85 percent “make or influence” all
Mobile marketers will want to build up their female workforce within the next ten years, because two-thirds of US consumer wealth will be controlled by women, according to a recent article. After a Fleishman-Hillard Inc. study revealed that women were going to become the primary consumers
In the US alone, female-owned businesses contribute over $1.3 trillion to the economy, and are responsible for over 80 percent of customer decisions, worldwide. So, what better way to empower women while building customer loyalty than by featuring the products of female businesses? That’s exactly
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
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
Is advertising going backward in terms of sexualising women for commercial gain? Ask brand giant Coca-Cola, who recently made waves with their campaign for a premium milk brand called Fairlife, says a recent article. The ads featured naked women ‘dressed’ in splashes of milk, with
From high-heeled housewives holding cleaning spray, to bikini-clad models draped over cars, advertising has been representing women through a male lens for decades. But thanks to the growing number of female creative directors, photographers, typographers, art directors and others, the ad world’s portrayal of women