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STORIES speak to your heart

No matter your age, stories capture your heart – they’re a universal language

 

“The future belongs to a different kind of person with a different kind of mind: artists, inventors, storytellers-creative and holistic ‘right-brain’ thinkers.”

~ Daniel Pink, author
What does ‘she’ want? Products, service and spaces with an authentic female focus

What does ‘she’ want? Products, service and spaces with an authentic female focus

Every woman’s life is a unique story. Yet her demands overlap, with her soul-sister’s. This final article in a 5-part series on the Power of the Female Economy, explains how women’s shortlist of product wants and needs, isn’t that complicated.   It’s an obvious truth that as a woman’s life progresses, her expectations of products, services and spaces evolve… which is why you can’t rely on anyone’s lifetime, unfailing loyalty. For women, there are only three things that hold their loyalty:...

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Why She Buys the Way She Buys: the female purchasing pattern, looks different to a man’s

Why She Buys the Way She Buys: the female purchasing pattern, looks different to a man’s

Men and women differ. And their buying habits, are no different. Shopping is female.   This fourth article in a series on the Power of the Female Economy, explains how women follow a spiral pattern when buying – that moves between logic and emotion.   But wait, there are two fundamental building blocks that support that wildly sexist statement. Guys are genetically disposed to being hunters ­– they walk through the woods and consider themselves unsuccessful in their pursuit, unless...

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The Many Minds of Eve: females think and buy, differently than men

The Many Minds of Eve: females think and buy, differently than men

Women and men are different. That’s obvious. But it’s the minutiae that counts.   This third article in a series on the Power of the Female Economy, explains how women are as different psychologically as they are biologically, from men… which directly affects their how and why of shopping.     As Faith Popcorn famously put it, “they’re as different shop-ologically as they are biologically.” With that simple statement in 2000, the world awoke to a savvy marketers’ golden...

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‘She’ Means Business: the purchasing power of the female economy

‘She’ Means Business: the purchasing power of the female economy

It never fails to surprise me. Women make up just over half the world’s population and control well over half the spending, yet few businesses acknowledge them as the unequivocally dominant consumer force (and market) on the planet. This second article in a series on the Power of the Female Economy, explains how women are the largest spending, yet still unrecognised drivers, of our consumer economy.   Exactly how big is it? In aggregate, women represent a growth market bigger than China...

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The Story of Our ‘Stuff’: how we bought our way into consumerism

The Story of Our ‘Stuff’: how we bought our way into consumerism

The exact point at which people started buying and using stuff that they fancied, but didn’t need to survive, is vague.However, the consumerist life we’re now living is only the latest chapter of quite a long story. The first article in this series on the Power of the Female Economy, explains how if you dig deep enough, it seems we have a 500+ year history of wanting things that we simply don't need.   Of course, we’ve always had things – using them not just for survival, but also ritual,...

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Undressing Victoria’s Secret Branding: trading up to create a New Luxury brand

Undressing Victoria’s Secret Branding: trading up to create a New Luxury brand

Let’s uncover a few truths. Great lingerie can make a woman feel sexy. And you’ll pay (often a lot) to be part of that story. But it wasn’t always that way. A single brand elevated the price and position of intimate apparel, to unprecedented heights. Who was it and how did they do it? The third article in this series on Luxury Branding, explains how a single brand tapped the ‘trading up’ phenomenon to establish a New Luxury brand and built a big-money empire.   Think back. In the 50s and...

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Luxury Branding and the Macaron Effect:  why we covet luxury and the way it makes us feel

Luxury Branding and the Macaron Effect: why we covet luxury and the way it makes us feel

A French macaron could be considered a luxury item. You choose to eat one, you don’t need to. They’re difficult to make – it’s practically an art. Perfect ones, are made by master pastry chefs, in specialist patisseries. Then there’s the way they make you feel – you know, special. That’s what really makes you buy one, isn’t it? The second in this series on Luxury Branding, explores the feelings evoked by luxury items and how they motivate your purchases.   Before the macaron, there was...

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