Inside Her Pretty Little Head
A New Theory of Female Motivation and What It Means for MarketingeBook - 2006
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 significantly 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.