Women are increasinglyinfluential consumers

Women represent 50.7 of the US populationInfluence or buy 80% of products sold

spend close to 3.5 trillion each year in US

Discuss companies like Sears and Home Depot compared tothe car industry. What has the car industry done wrong? pg 44

No company today can afford toignore women

"The new economy hasendangered a business

atmosphere thatrequires problem

solving, communication,and the manipulation of

information, skills inwhich women are highly

developed"

How are womenchanging the way

business isconducted andorganizations

operate?pg 47

What women want asconsumers

1. Respect: Acknowledge they are intelligent and informed, and they willrespect your brand2. Individuality: Recognize their diversity as much as possible, and resist alltemptation to stereotype3. Stress Relief: Offer solutions, or at least understanding, of the tensions thatprey 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 anddemonstrate it in real, concrete terms will do well with women

RESPECT

"Women know anawful lot more about

carburetors andelectric saws than

you might think...Talkto them with

respect!"

What did Michelin tirecompany do right?

What did AMEX dowrong?

pg 49-50

"Boss, mama, woman,worker, nurturer,

girlfriend, biker, wife,business owner,

seductress, friend,cook,

volunteer, activist, industry leader, artist,

sports fan"....allwomen are not the

same!

How did aCorningware

cookware commercialwith the tagline "find

your inner chef" differfrom those of typical

"Betty Crockerish"cooking ads?

pg 51

INDIVIDUALITY

Since emotional branding is aboutsolutions, what can be done to help

women find and feel morework/life balance and relief fromstress in the brands in their lives?

What could grocery stores doto 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!

STRESSRELIEF

"Give me a F-E-E-L-I-N-G!!!"(not stats or lists of

numbers

Women base mostof their decision-

making on emotionsas opposed to

rational elements.

CONNECTION

Women will give theirtrust and long-term

loyalty to brands thatenter into a

meaningful dialoguewith them.

Women want brandsthat reflects values

that are important tothem.

RELATIONSHIP

Today's Girls, Tomorrow's WomenGirl power is everywhere - as seen in a new kind of

feminine empowerment that embodies the attitude ofyounger 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!