female$’and’creating’’ · pdf filepreference. what have we learnt ?...

FEMALE$  AND  CREATING    A  BRAND  CULTURE  FOR  WOMEN.  

 AIST  –  July  26th,  2016  

1. FEMALE ECONOMIC STAGES

Influence

Independence

Survival

Influence: Maddy Dychtwald 2010

WOMEN MAKE 9/10 PURCHASE DECISIONS

Harvard Business Review 2009

Interac7ve  sec7on  –  what  category  are  women  likely  to  be  least  ac7ve  in?  

WOMEN= $28 TRILLION

*Boston Consulting Group. Women Want More, 2009

2. LIFTING THE MALE LENS

WOMEN FEEL MISUNDERSTOOD

BY MARKETERS AND ADVERTISERS.

91%

*Greenfield Online for Arnold’s Women’s Insight Team.

INTERACTIVE SECTION – ANYONE GOT ANY EXAMPLES OF THIS?

More profitable outcomes

3. GENDER DIVERSITY = $$

*Boston Consulting Group, 2013

*Boston Consulting Group, 2009

WRITE DOWN FOR YOURSELF – 3 THINGS YOU’D INVEST IN FOR WOMEN IF YOU HAD CONTROL OF THE BUDGET.

#GETTHECHICKS

FIND OUT: What

women want

CREATE: Female brand nation

GET THE

CHICK$

People Things

Feelings Facts

Depth and detail Headlines and soundbites

Warm, bright colours Dark, cool colours

Users Products

Involvement Entertainment

Empathy Aspiration

Stories Gags

On the level Exaggerated

Transparency Hyperbole

FEMALE PREFERENCE

MALE PREFERENCE

Things

Facts

Headlines and soundbites

Dark, cool colours

Products

Entertainment

Aspiration

Gags

Exaggerated

Hyperbole

People

Feelings

Depth and detail

Warm, bright colours

Users

Involvement

Empathy

Stories

On the level

Transparency

WHAT HAVE WE LEARNT ?

There is no one perfect way to reach women

Major transformation is needed in the way corporations view women and adapt

to their needs

Companies that put gender at the centre of overall business strategy do a better job for all

consumers

CONCLUSION:

1.!CHECK YOUR UNCONSCIOUS BIAS: HOW DO WE REPRESENT WOMEN IN OUR INDUSTRY CULTURE?

2. BUILD A POSITIVE FEMALE BRAND EXPERIENCE

3. FEMALES = OPPORTUNITY

4. THIS IS AN EVOLUTIONARY PROCESS

WOMEN ARE CHANGING THE

WAY THE WORLD WORKS.

HOW WILL YOU

CHANGE THE WAY YOU WORK TO

MEET HER?

Q&A  

bec@becbrideson    

@becbrideson