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FEMALE$ AND CREATING A BRAND CULTURE FOR WOMEN.
AIST – July 26th, 2016
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1. FEMALE ECONOMIC STAGES
Influence
Independence
Survival
Influence: Maddy Dychtwald 2010
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WOMEN MAKE 9/10 PURCHASE DECISIONS
Harvard Business Review 2009
Interac7ve sec7on – what category are women likely to be least ac7ve in?
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WOMEN= $28 TRILLION
*Boston Consulting Group. Women Want More, 2009
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2. LIFTING THE MALE LENS
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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?
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More profitable outcomes
3. GENDER DIVERSITY = $$
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*Boston Consulting Group, 2013
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*Boston Consulting Group, 2009
WRITE DOWN FOR YOURSELF – 3 THINGS YOU’D INVEST IN FOR WOMEN IF YOU HAD CONTROL OF THE BUDGET.
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#GETTHECHICKS
FIND OUT: What
women want
CREATE: Female brand nation
GET THE
CHICK$
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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
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WHAT HAVE WE LEARNT ?
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There is no one perfect way to reach women
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Major transformation is needed in the way corporations view women and adapt
to their needs
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Companies that put gender at the centre of overall business strategy do a better job for all
consumers
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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
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WOMEN ARE CHANGING THE
WAY THE WORLD WORKS.
HOW WILL YOU
CHANGE THE WAY YOU WORK TO
MEET HER?
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Q&A
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bec@becbrideson
@becbrideson