ERBRAND

When marketers ask me, "How can I move the needle for my business?" My answer is always, "SHE is the needle! "Why? #1 - Women influence or make the majority of consumer purchases #2 - Women represent $20 trillion in annual consumer spending So, marketing to them effectively is essential for your success. The next question: How do you market more effectively with women?  It begins with understanding that women are different. For instance, women want to build a relationship wit

The adage, “It’s what’s inside that counts,” is the crux of why your brand is relevant to women and determines the depth of their connection. Women must believe in your brand promise, but belief starts on the inside, with you. If you and your team don’t believe who your brand is and why your brand is, there’s zero chance that your female audience will believe. Women respond to brands that are authentic and transparent, and your team creates the authenticity and transparency t

“Heelllooo! Are you down there? Did your brand fall into a pink pitfall? Not to worry, we’re sending help!” It happens more often than you think, or perhaps more often than it should, but brands falling into pink pitfalls is definitely a thing when targeting a female audience. Brands want to market with women because they make or influence 85% of all purchasing decisions. But avoiding pink pitfalls needs to be part of the plan. What’s a Pink Pitfall, and how do you avoid it?

Welcome to Part 3 of my new series for M2Moms® called The Evolution of Qualitative Research. In part 2 of the Series, we discussed how...

Welcome to Part Two of my new series for M2Moms® called The Evolution of Qualitative Research. In part 1 of the Series, we discussed how...

In Part One of the Evolution of Qualitative Research Series, I will be discussing why the role of qualitative research is integral on the...

Prior to COVID-19 becoming a reality, the WFH culture had already become more common place, but the virus’ turbulent introduction into...

I was reading an article recently that explained how qualitative research remains an important tool for organizations working to better...

The Gig Economy is reshaping the way companies are utilizing talent. Think UBER, LYFT, writers, photographers and more. The gig economy...

Hello fellow branding with women aficionados! We hope that you and your families have remained safe and well during this difficult year....

Women are running for political office. They are claiming senior executive roles. They are drawing audiences of over 1B to their sporting...

Moms have an impeccable BS reader. They have grown accustomed to refereeing heavy weight fights between siblings accusing each other of...

Women aren’t blindly pledging their loyalty to brands anymore. So, if your brand’s marketing-with-women strategy involves adding a little...

Last month, two brands unwittingly stepped into a proverbial mound of poop when the fallout from their poorly advised marketing...

I assure you, there is no correlation between this assertion and the syrupy 80s ballad by Kool & The Gang. (The Kool & The Gang reference...