Wonder Woman

1. Front Matter

   Pages i-xv

   PDF

2. Introduction: Marketing to women makes business sense

   • Iain Ellwood, Sheila Shekar

   Pages 1-15

3. The female brain

   • Iain Ellwood, Sheila Shekar

   Pages 16-40

4. Women’s primary characteristics

   • Iain Ellwood, Sheila Shekar

   Pages 41-65

5. Researching women’s needs

   • Iain Ellwood, Sheila Shekar

   Pages 66-90

6. Generation Y women

   • Iain Ellwood, Sheila Shekar

   Pages 91-110

7. Generation X women

   • Iain Ellwood, Sheila Shekar

   Pages 111-126

8. Baby Boomer women

   • Iain Ellwood, Sheila Shekar

   Pages 127-141

9. Marketing communications

   • Iain Ellwood, Sheila Shekar

   Pages 142-166

10. Effective brand experience design

    • Iain Ellwood, Sheila Shekar

    Pages 167-191

11. Touchpoint improvement

    • Iain Ellwood, Sheila Shekar

    Pages 192-226

12. Back Matter

    Pages 227-240

    PDF

Women are the most financially attractive target audience and buy the majority of products and services, so improving the way we market to women is the easiest and most effective business growth strategy. This book dispels the traditional stereotypes about women as consumers and creates a clear business case for marketing to women.

• brand
• Brand Experience
• communication
• Experience Design
• marketing
• women

'The "little woman" finally battles her way out of the kitchen and finds an insightful commercial audience at last .This book beckons in an end to the stereotypes and patronising platitudes that have characterised much marketing to women in the past. A moment of smug triumph for the female reader and perhaps a frisson of fear for the male marketeer?!' Clare Salmon, Group Director of Strategy, Marketing and Customer Royal& SunAlliance, Insurance Group plc.

'An insightful and original look at how brands can communicate to women:taking the reader from science through to end sales. A contemporary take on the consumer-brand relationship and the value that building better brand connections with women will bring.' Tanya Dubash, President of Marketing, Godrej Group, India

'Finally a man who understands women, that's definitely a first!' Jez Frampton, Group CEO, Interbrand

'Bringing to the table what women already know; that there's a gap in the marketplace for brands, products and business that talk to us as women, rather than stereotypes. Essential for all men (and women) looking to build stronger and more profitable brands and businesses.' Victoria Morris, Manager, Marketing Strategy& Planning, Nissan Europe

'Women hold the purse strings this book could provide valuable help in loosening them.' - Insider

'The book is interesting and easy to read but also thoroughly researched and filled with abundant applied business examples.' -K.M. Johnson, CHOICE Reviews

Iain Ellwood is Head of Consulting at Interbrand. A seasoned management consultant with over fifteen years international experience, living and working in Japan, Hong Kong, the Netherlands and the United States as a marketing brand strategist for Blue-chip companies. He has led highly effective engagements for clients including: British Airways, Barclays, BP, BT, France Telecom, Godrej, InterContinental, Mitsubishi, Nissan, Orange, The Orient Express, Philips, RSA and UBS

He is a regular press commentator on marketing and branding issues for The Economist, The BBC, Sky News and numerous business magazines. He is the author of The Essential Brand Book, 2002, Kogan Page. Ellwood is a frequent international speaker on branding, innovation and communications. He also occasionally lectures on the MBA courses at London Business School (LBS).

Ellwood is a Member of the Chartered Institute of Marketing (MCIM); a Member of the Marketing Society and a Fellow of the Royal Society of Arts (FRSA).

Sheila Shekar is a senior marketing professional with over ten years of proven success developing consumer insight-driven brand initiatives and marketing communication strategies for world-class brands, including Gap Inc., Banana Republic, UBS, Radisson Seven Seas Cruises and Visa.

Shekar currently leads international brand management efforts for Banana Republic, helping the brand successfully expand into a global lifestyle brand. Previously, she worked in corporate communications at Gap Inc. Before Gap she was a consultant at Prophet, a top global brand strategy consulting firm focused on Fortune 500 clients, with experience in developing and implementing brand-driven business strategies and marketing initiatives with global organizations across industries. Prior to Prophet, Shekar created marketing communications campaigns and managed media and analyst relations for various global clients at Ketchum, a top ten global PR firm.

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