Brand gender, brand personality and brand loyalty relationship
The language of brand gender
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Transcript of The language of brand gender
![Page 1: The language of brand gender](https://reader034.fdocuments.us/reader034/viewer/2022042715/55938b411a28ab0c6b8b46ef/html5/thumbnails/1.jpg)
Gender makes the world go round …
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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
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Gender relies on us understanding
a complex set of codes
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Gender is not ‘nature’ and is not fixed
Same person different genders
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Same sex, different genders
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Same sex, different genders
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Different sexes, same gender
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Female sex, masculine gender
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That was easy, but it gets more complicated …
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Car = masculine Women = feminine
Products are gendered too …
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Car = masculine Woman = masculine
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Car = masculine Man = masculine
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You need to understand how gender coding works, and use it to get your messages and your executions right.
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Category gender
MASCULINE
FEMININE
APPEALS TO WOMEN APPEALS TO MEN
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Brand gender
MASCULINE
FEMININE
APPEALS TO WOMEN APPEALS MORE TO MEN
APPEALS
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Gendered relationships: people
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Getting the gender relationship right is crucial
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Brand/consumer relationships
INTIMATE DISTANT
WOMAN / WOMAN
MAN / WOMAN
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Car = feminine Consumer = feminine
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Car = feminine Consumer = feminine
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Beer: hyper-masculine Woman: hyper-feminine
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Gender trouble: We know the ‘woman’ on the right is really meant to be a man.
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Gender trouble: Beer is ‘masculine’ yet they’ve feminised and also made it a ‘phallic’ symbol
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Gender is not easy – so it’s not hard to get the relationship wrong
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Feminine category / feminine product /
feminine brand …
…Masculine advertising
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Hyper-masculine brand / hyper masculine advertising
“For many men, this ad goes too far”
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Gender is not one thing – there are many versionsExcept in advertising …
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All girls like pink, don’t they?
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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
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Molson Coors spent 3m developing
a ‘feminine’ beer
The brand was ridiculed in the press and
pulled after 11 months
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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”
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“You can stick your feminine hygiene product ads up your hoo haa” The Guardian
Embarrassing? For Femfresh, yes.
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We can help you evaluate creative executions and avoid costly mistakes
Who wants negative feedback on social media and in the press?
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We get gender. And we can help you get it too.
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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
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Brands are getting it wrong. If you get it right, the opportunity is huge.
WWW.MADWOMEN.CO.UKContact Kate Frearson on: 07986 003495
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Thank you