As Brand and Marketing people, I’m sure we all agree that the frequent use of these “stereotypes” has a lot of benefits – they certainly represent a great number of roles that women continue to successfully and creditably play in our modern societies and, therefore, identify with. Marketers and brand strategists have successfully used (and continue to use) them to trigger high levels of target-customer associations and to motivate purchasing behavior. However, does this also tend to limit us to thinking of women being limited to these typical roles ? Are these the only roles that women fill ? Or identify with? Or aspire to?
So, Sumontro and I decided to challenge ourselves to think outside of these stereotypes and come up with new attributes upon which to build marketing campaigns to women. Here are a few immediate and intuitive ones:
- Community and environments outside the self and home e.g. female doctors in developing parts of the world.
- Women in professional sports
- Leadership and the role of women in the corporate world
In modern society, women encompass ever changing roles… don’t you think it’s time to change the way we relate to them as well? What ideas can you come up with outside of the typical five? And, importantly, how can these be used in marketing campaigns?
Oh and BTW, let’s add another to the “typical” list : the color Pink!
We’ll follow up next week,
Posted by Sumontro and Claire.
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