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Inside Her Pretty Little Head by Philippa Roberts, Jane Cunningham

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Product myths and the brand as conversation-maker

The first two approaches discussed here both involve structural, or infra-structural, investment and organisation. But this third and final way in which a brand can gain advantage by appreciating the female tendency to connect and converse is almost completely trouble free, and, better than that, almost completely free.

Before you scavenge breathlessly to the next page to see what this miracle of marketing might entail, we need to do a bit of a rewind to make a very simple point: the ingredient that binds successful female communities together is conversation. Conversation is the tool that women use to build closeness: it is the fuel that sustains and fires their relationships, and the glue that ...

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