Marketing to Men

Marketing to Men

Men are, well, men. They live in the ‘now.’ They are concrete thinkers that like to consummate, finish. A male axiom is “complete what you set out to do.” Men are interested in power and in looking good, even more than being good. In short, that’s the nature of beauty for the beast. You cannot … Read more

How Brands Should Appeal to Women

How Brands Should Appeal to Women

In my work as a cognitive anthropologist I study how the mind works, how people “make meaning,” how people form attachments to things (brands), and how people make decisions. Decisions like how to select what to invest in, whether stocks or mates; why and under what conditions, people prefer Coke over Pepsi (or vice versa), … Read more

When I’m Sixty-Five: How To Market To Boomers

The first Baby Boomers will turn 65 in 2011. In the US alone, more than 3.5 million babies were born in 1946. Volumes have been written about the Vietnam-era proclivities and behaviors of this post-WWII cohort. In contrast, our conception of Seniors – what Boomers soon will be – is highly stereotyped. Aging is something … Read more