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Inside Her Pretty Little Head

Book Description

Women are responsible for making 80% of all purchasing decisions. In short, this makes women the most valuable consumer group in the world. This book, by two leading marketing practitioners, shows companies how to create marketing strategies and brands that will speak powerfully to women. Many marketing and branding strategies attempt to please all of the people all of the time. The authors here demonstrate that the best marketing ideas fall out of understanding the differences between people. The most profound difference is their gender. A deep understanding of this difference can lead to more relevant, meaningful ideas, that will contribute more signficantly to a brand's success. For example, recent research indicates that women live by four main codes – the Altruism, Aesthetic, Ordering and Affinity codes – which play a significant role in the way women judge and purchase goods and services. Brands or products that successfully reflect these codes will be the ones that stand out.

Table of Contents

  1. Cover
  2. Title
  3. Copyright
  4. Contents
  5. Introduction
  6. 1: The Science Bit
    1. Our six themes
    2. Masculine is analytic, focused, linear, logical; feminine is ‘whole-brained’
    3. Masculine is action; feminine is feeling
    4. Masculine is fight or flight; feminine is tend and befriend
    5. Masculine is an innate interest in things; feminine is an innate interest in people
    6. Masculine is survival through self-interest, hierarchy, power and competition; feminine is survival through relationships, empathy and connections
    7. Masculine is hard-wired to systemise; feminine is hard-wired to empathise28
  7. 2: The Male Achievement Impulse & The Female Utopian Impulse
    1. The male Achievement Impulse
    2. Status symbols that assert position
    3. One-upmanship
    4. Politics (with a small ‘p’) and game playing
    5. Focus on the headline, not the detail
    6. Creating hierarchies
    7. Focus on hard rather than soft measures
    8. The female Utopian Impulse
    9. Working for the greater good
    10. Improving physical surroundings
    11. Self-enhancement
    12. Searching for new answers
    13. Anticipating pitfalls and laying off risk
    14. Assuming responsibility for everything
    15. Improving relationships
    16. The Inhibitors that undermine the Utopian Impulse
  8. 3: The Masculinity of Marketing
    1. The role of brands in helping men implement these strategies
    2. Competitive claims framed through user imagery
    3. Success in sexual competition
    4. Success in work competition
    5. Success in social competition
    6. Competitive claims framed through product advantage
    7. The missed female opportunity
    8. The failings in advertising to women
    9. Undermining, or using scare tactics
    10. Stereotypical representations of women don’t encourage empathy
    11. Women putting men down in advertising
    12. Art-direct it as if you’re selling Barbie dolls
  9. 4: The Altruism Code
    1. Employing the Altruism Code in marketing
    2. Ethical brand positioning
    3. Fairtrade
    4. Red
    5. Championing-the-consumer brand positioning
    6. Promotional activity that feeds back to the community
    7. Investment in CSR strategy
    8. Communication of ‘altruistic’ values in your brand’s activities
    9. 8216;Philosophie’ cosmetics brand
    10. Brands with a mission to play against category weakness
    11. The benefits of appreciating the Altruism Code
  10. 5: The Aesthetic Code
    1. The implications for brands
    2. Selling the whole aesthetic
    3. The White Company
    4. Gap
    5. The French ‘couture’ houses
    6. Cath Kidston
    7. Making the functional more pleasurable
    8. Tetley tea
    9. iMac
    10. Volkswagen Beetle
    11. Putting it into practice
    12. Women are masterful semioticians
    13. The importance of packaging
    14. Beware the slip of the tongue or the minor error
  11. 6: The Ordering Code
    1. Setting the record straight
    2. Common misinterpretations
    3. Correct interpretation
    4. Why do women pay such attention to detail?
    5. Correct interpretation
    6. Why do women have to know exactly what is going to happen when? And why are women always planning for things before they need to be dealt with?
    7. Correct interpretation
    8. What can marketing learn from the Ordering Code?
    9. The Internet oils the wheels, clears the path, lets her get on with it
    10. If women are ignored or treated badly offline, they will turn to the Web
    11. If you can, partner your brand with a subject matter women have a natural appetite for
    12. 8216;Buy mode’ categories
    13. Women want proactive service
    14. The John Lewis Partnership
    15. First Direct
  12. 7: The Connecting Code
    1. The science of female friendship
    2. The implications for brands
    3. The brand as network
    4. Weight Watchers
    5. The brand as catalyst for a network
    6. Book clubs
    7. Charities
    8. Product myths and the brand as conversation-maker
  13. 8: The Codes in Practice
    1. Illustration 1: retail
    2. The Altruism Code
    3. The Aesthetic Code
    4. The Ordering Code
    5. The Connecting Code
    6. Illustration 2: automotive
    7. The Altruism Code
    8. The Aesthetic Code
    9. The Ordering Code
    10. The Connecting Code
    11. Illustration 3: electronics
    12. The Altruism Code
    13. The Aesthetic Code
    14. The Ordering Code
    15. The Connecting Code
    16. Illustration 4: household cleaning products
    17. The Altruism Code
    18. The Aesthetic Code
    19. The Ordering Code
    20. The Connecting Code
  14. 9: The Feminine Brand
    1. The ideal form for the female brand
    2. Principle 1: the brand would be built around the four Feminine Codes
    3. Principle 2: the brand would support and share in women’s Utopian objectives
    4. Principle 3: the brand would think and behave in the way that women think and behave
    5. Principle 4: the brand would recognise the importance to women of the new
    6. How do the ways we usually look at brands deliver against these principles?
    7. Insufficient place for the four codes
    8. Self-centred rather than empathetic
    9. Built around masculine as opposed to feminine thinking patterns
    10. Set in stone rather than dynamic
    11. Brand Culture: a new model for female brands
    12. Components of a Brand Culture
    13. The Inhibitors
    14. The Shared Belief
    15. The Codes
    16. New supports
  15. 10: The Way Women Buy
    1. Women like shopping
    2. Women are always pursuing the perfect answer
    3. Women seek more information before making purchases
    4. Women ask around
    5. Habitual purchases and the importance of being liked
  16. 11: The Female Media Network
    1. Channel planning is often based on masculine assumptions
    2. A few feminine assumptions to form the basis of a feminine channel plan
    3. Defining characteristics of strategies that infiltrate the female community
    4. Other women
    5. Women’s magazines
    6. Female Internet sites
    7. They communicate through third parties that are known in the community and believed to be objective
    8. Other women
    9. Public relations
    10. Advertorials
    11. They establish a two-way relationship between brand and customer
    12. The Internet
    13. Women’s press
    14. Radio
    15. A few practical pointers for the bottom-up strategy
  17. 12: The Creative Work That Works
    1. Male and female conversation
    2. Reductionism is out; depth and detail are in
    3. Hyperbole should be replaced by transparency and level dialogue
    4. A focus on people rather than things and on users rather than products
    5. Empathy over aspiration (in fact, more or less über Alles)
    6. Involvement over entertainment and stories over conceits
  18. 13: The New Organisation
    1. At the moment most organisations are inherently masculine
    2. Future organisations will value and reward feminine values
    3. Non-linear strategic thinking
    4. Will the new organisation deliver better marketing to women?
    5. The Altruism Code
    6. The Aesthetic Code
    7. The Ordering Code
    8. The Connecting Code
  19. 14: Summary and Conclusions
    1. Received wisdom 1
    2. Our view
    3. Received wisdom 2
    4. Received wisdom 3
    5. Our view
    6. Received wisdom 4
    7. Our view
    8. Received wisdom 5
    9. Our view
    10. Received wisdom 6
    11. Our view
    12. Received wisdom 7
    13. Our view
    14. Received wisdom 8
    15. Our view
    16. Received wisdom 9
    17. Our view
    18. Received wisdom 10
    19. Our view
    20. Getting started
    21. Indicator 1: How well do you understand the opportunity offered by the female audience?
    22. Indicator 2: How do women fare within your company?
    23. Indicator 3: Do you know how it feels to be a woman in your organisation?
    24. Indicator 4: How whole-brained is your organisation?
    25. Instructions for respondents
    26. Assessing the feedback
    27. Indicator 5: How well does your brand deliver in terms of the four codes?
    28. Indicator 6: Evaluating your communications
    29. One final thought
  20. Appendix: relevant data
    1. The good news: why women are an important audience
    2. b. They are the decision-makers in the UK
    3. c. Even in traditionally male categories:
    4. d. They are the decision-makers in the US
    5. e. They are progressing in the workplace
    6. The bad news: women are not taken as seriously as they should be
    7. b. The gender pay gap in the EU
    8. c. Poor female representation in British companies
    9. d. Under-representation of women in key roles in the UK
    10. e. Women in advertising in the UK
    11. f. Creative departments around the world
    12. g. Advertising in the US
    13. h. Gender gap study by the World Economic Forum
    14. Top twenty for smallest gender gap
    15. Bottom ten with largest gender gap
  21. Acknowledgements
  22. Bibliography
  23. Notes
    1. 1   THE SCIENCE BIT
  24. About the Authors