Put the Brand on the Balance Sheet

The idea of putting the corporate brand on the balance sheet is an audacious proposition. One that can revolutionize marketing, change the role of everyone responsible for the health of brands, and make the US more competitive in the world.

Women’s Gray Matter Isn’t Pink? - The ConsumHERist

by Delia Passi
This week’s Newsweek magazine had a column by science editor Sharon Begley that discussed a new book by neuroscientist Lise Eliot, entitled Pink Brain, Blue Brain:  How Small Differences Grow Into Troublesome Gaps - And What We Can Do About It.  The book throws doubt upon (debunks according to Begley) the many scientific [...]

Leading Food Trends - The Resiliency Movement

By Margaret Kime
Americans are a resilient people. In this time of financial uncertainty, global warming, food safety issues and community preparedness, the American “can-do” spirit is asserting itself.
Consumers are taking back-to-the-basics steps to regain control of their lives and reconnect with their communities - especially with food.
For example, home gardens are up 10%; [...]

Close Up - The ConsumHERist

by Delia Passi
I recently read about a research finding that demonstrated conclusively that “wimps hear dangerous noises differently.”  After wondering why anyone felt compelled to research this kind of thing, I pondered whether I could apply this information to selling to women.
After all, women are generally the more delicate (i.e. smaller) gender and are [...]

Mine, mine, mine - The ConsumHERist

by Delia Passi

Several weeks ago I wrote here about the influence of touch, and how handling a product or even the thought of ownership can influence our intentions to buy.  At the time it was a concept to me, one that I believed to be true and could relate to loosely.  It fit my [...]

The Right Touch - The ConsumHERist

by Delia Passi
A report on the Time.com website discusses the findings of a study that will soon appear in the Journal of Consumer Research, entitled The Effect of Mere Touch on Perceived Ownership, by Joann Peck and Suzanne B. Shu. In brief, the study reveals what is probably well known, but perhaps not proven, about [...]

Cyclical Sales - The ConsumHERist

by Delia Passi
Once again I have dug up (Digg’d?) an interesting research revelation about women and shopping.  According to a study done in England (they always seem to do the most interesting studies), “Women’s shopping habits are linked to their menstrual cycles…”  Here’s the bulk of the article:
In the ten days before their periods begin [...]

“Dead Brands Walking …”

By James R. Gregory, CEO CoreBrand
Many corporate brands are being damaged or destroyed by the current economic crisis, but it is through no fault of the brands themselves. Even strong brands that help support the reputations of corporations in difficult times can be overwhelmed by mismanagement or financial conditions beyond the ability of the brand [...]

The Oldest Trick in the Book - The ConsumHERist

by Delia Passi
I’d like to see this cartoon on the desk of every salesperson, every service representative and every business professional on the planet, just so they get a frequent reminder of the most important consideration to remember when dealing with women.  If anyone who heard me speak or completed the WomenCertified program remembered nothing [...]

Muse Communications’ “The Best (and Worst) of 2008″

by P. Stockinger
I recently received a link to a newsletter from Courtney Davis at Muse Communications in Belgium (small country, big ideas). Courtney is a member of the Marketing To Women Network Group on LinkedIn, which if you are involved in marketing to women, I urge you to join.
Muse surveyed marketers for their takes [...]