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Gender makes the world go round …

The language of brand gender

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Gender makes the world go round. It affects everything we do - what we wear, how we behave, how we relate to other people, and, importantly for brands, it affects what we buy, why we buy and how we buy. This short slideshow will give you an idea of how important it is to recognise how your brand is using gender.

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Page 1: The language of brand gender

Gender makes the world go round …

Page 2: The language of brand gender

Women and men ‘do’ gender

• How we dress, speak, act is all affected by gender

• It’s a complex series of negotiations we all make

• It changes and develops over time

• It affects the products we buy and the brands we identify with

Page 3: The language of brand gender

Gender relies on us understanding

a complex set of codes

Page 4: The language of brand gender

Gender is not ‘nature’ and is not fixed

Same person different genders

Page 5: The language of brand gender

Same sex, different genders

Page 6: The language of brand gender

Same sex, different genders

Page 7: The language of brand gender

Different sexes, same gender

Page 8: The language of brand gender

Female sex, masculine gender

Page 9: The language of brand gender

That was easy, but it gets more complicated …

Page 10: The language of brand gender

Car = masculine Women = feminine

Products are gendered too …

Page 11: The language of brand gender

Car = masculine Woman = masculine

Page 12: The language of brand gender

Car = masculine Man = masculine

Page 13: The language of brand gender

You need to understand how gender coding works, and use it to get your messages and your executions right.

Page 14: The language of brand gender

Category gender

MASCULINE

FEMININE

APPEALS TO WOMEN APPEALS TO MEN

Page 15: The language of brand gender

Brand gender

MASCULINE

FEMININE

APPEALS TO WOMEN APPEALS MORE TO MEN

APPEALS

Page 16: The language of brand gender

Gendered relationships: people

Page 17: The language of brand gender

Getting the gender relationship right is crucial

Page 18: The language of brand gender

Brand/consumer relationships

INTIMATE DISTANT

WOMAN / WOMAN

MAN / WOMAN

Page 19: The language of brand gender

Car = feminine Consumer = feminine

Page 20: The language of brand gender

Car = feminine Consumer = feminine

Page 21: The language of brand gender

Beer: hyper-masculine Woman: hyper-feminine

Page 22: The language of brand gender

Gender trouble: We know the ‘woman’ on the right is really meant to be a man.

Page 23: The language of brand gender

Gender trouble: Beer is ‘masculine’ yet they’ve feminised and also made it a ‘phallic’ symbol

Page 24: The language of brand gender

Gender is not easy – so it’s not hard to get the relationship wrong

Page 25: The language of brand gender

Feminine category / feminine product /

feminine brand …

…Masculine advertising

Page 26: The language of brand gender

Hyper-masculine brand / hyper masculine advertising

“For many men, this ad goes too far”

Page 27: The language of brand gender

Gender is not one thing – there are many versionsExcept in advertising …

Page 28: The language of brand gender

All girls like pink, don’t they?

Page 29: The language of brand gender

Our customers are all mums.They all have lazy husbands and love love cooking

and cleaning don’t they?

620Complaints from men and women

“What a load of sexist drivel” Mumsnet

Page 30: The language of brand gender

Molson Coors spent 3m developing

a ‘feminine’ beer

The brand was ridiculed in the press and

pulled after 11 months

Page 31: The language of brand gender

Dell’s lady’s laptop - laughable

“Some might say what Dell has done is smart marketing, but Della is just plain dumb and the audience it's geared to is not”

Page 32: The language of brand gender

“You can stick your feminine hygiene product ads up your hoo haa” The Guardian

Embarrassing? For Femfresh, yes.

Page 33: The language of brand gender

We can help you evaluate creative executions and avoid costly mistakes

Who wants negative feedback on social media and in the press?

Page 34: The language of brand gender

We get gender. And we can help you get it too.

Page 35: The language of brand gender

Madwomen workshops and training will open your eyes to gender and how you can use it to your advantage.

Learn how to use your gender lens to sell smarter to women

Page 36: The language of brand gender

Brands are getting it wrong. If you get it right, the opportunity is huge.

WWW.MADWOMEN.CO.UKContact Kate Frearson on: 07986 003495

Page 37: The language of brand gender

Thank you