Presentation on Chapter 3

2. Women are increasingly
influential consumers
Women represent 50.7 of the US population
Influence or buy 80% of products sold
spend close to 3.5 trillion each year in US
Discuss companies like Sears and Home Depot compared to
the car industry. What has the car industry done wrong? pg 44

3. No company today can afford to
ignore women
"The new economy has
endangered a business
atmosphere that
requires problem
solving, communication,
and the manipulation of
information, skills in
which women are highly
developed"
How are women
changing the way
business is
conducted and
organizations
operate?
pg 47

4. What women want as
consumers
1. Respect: Acknowledge they are intelligent and informed, and they will
respect your brand
2. Individuality: Recognize their diversity as much as possible, and resist all
temptation to stereotype
3. Stress Relief: Offer solutions, or at least understanding, of the tensions that
prey on them daily
4. Connection: Women want to know what your product will do for them,
personally - find out what makes them tick
5. Relationship: Brands that take a sincere stand for something and
demonstrate it in real, concrete terms will do well with women

5. RESPECT
"Women know an
awful lot more about
carburetors and
electric saws than
you might think...Talk
to them with
respect!"
What did Michelin tire
company do right?
What did AMEX do
wrong?
pg 49-50

6. "Boss, mama, woman,
worker, nurturer,
girlfriend, biker, wife,
business owner,
seductress, friend,
cook,
volunteer, activist,
industry leader, artist,
sports fan"....all
women are not the
same!
How did a
Corningware
cookware commercial
with the tagline "find
your inner chef" differ
from those of typical
"Betty Crockerish"
cooking ads?
pg 51
INDIVIDUALITY

7. Since emotional branding is about
solutions, what can be done to help
women find and feel more
work/life balance and relief from
stress in the brands in their lives?
What could grocery stores do
to help develop a relationship with
women? pg 52
Can you think of any ideas any other
company could do?
a woman's job is never
done!
STRESS
RELIEF

8. "Give me a F-E-E-L-I-N-G!!!"
(not stats or lists of
numbers
Women base most
of their decision-
making on emotions
as opposed to
rational elements.
CONNECTION

9. Women will give their
trust and long-term
loyalty to brands that
enter into a
meaningful dialogue
with them.
Women want brands
that reflects values
that are important to
them.
RELATIONSHIP

10. Today's Girls, Tomorrow's Women
Girl power is everywhere - as seen in a new kind of
feminine empowerment that embodies the attitude of
younger Gen Y women.
Brands need to speak to women in new, inventive ways.
Finding out how to make a loyal female customer is
probably the best investment a brand can ever make!