Branding for Women Stinks

Women have gotten a bad rap in the branding world for a long time. Starting back since – the time of Eve. She wanted to get a little smarter, reached for the apple, tempted her hubby, and got them both ousted from the land of bubbling streams and fruit trees.

Most “womanly” words don’t connote great things. When I hear the word “feminine” I think sanitary pads. When I hear the word “woman” an image of a burly amazon burning a bra sneaks into my head. God forbid that someone “play like a girl” or be a “sissy.” Seems weird that one of the ultimate compliments for a woman is when she “has some balls.”

Given that, no wonder companies fear marketing to women. The association could be lethal. That’s why most people consider marketing to women “niche marketing.” Even though 85% of buying decisions are made by women.

So how do we start a different spin on marketing to women? Here are two things I recommend.

First, not all women like pink. The “think pink” mentality has got to stop. Women are soft and cuddly sometimes. They’re also edgy and occasionally pissed off. They’re human. Some like pink. But others prefer blue or yellow or green.

Second, women have a great sense of humor. Just because we don’t think dropping a watermelon off a side of a building or watching a teenage girl get slapped around isn’t funny doesn’t mean we don’t have a sense of humor. We like funny stuff and we are funny. And yes, we even like bathroom humor.

So those are first steps. Look for more things on this subject. Hey. I’m a woman. I can’t let it go.