Do morada digital da AMA, transcrevo a seguinte descrição:
The American Marketing Association (AMA) is the largest marketing association in North America. It is a professional association for individuals and organizations involved in the practice, teaching and study of marketing worldwide. It is also the source that marketers turn to every day for information/resources, education/training and professional networking. AMA members are connected to a network of experienced marketers nearly 40,000 strong and include leading marketing academics, researchers and practitioners from every industry.
De entre os vários contributos, destaco o artigo:
Feminisation of brands
by Philippa Roberts and Jane Cunningham Marketing 02-Sep-08, 08:30
LONDON - With 'guyliner' hitting the shelves at Superdrug, and Angelina Jolie replacing Tom Cruise as the action hero du jour, it is clear that the world is changing and that consumers are shunning macho approaches to marketing. The testosterone language and macho approach of the 80s no longer holds sway with today's consumers.
Knowing that men moisturise and women use power tools is no longer enough for brands, which must take note of the move toward a softer, more feminine approach to marketing.
Whether the family-friendly, soft focus of David Cameron's 'Compassionate Conservatism' or the all-inclusive gender and age-neutral stance of Nintendo, brands are quickly learning that it pays to get in touch with their feminine side.
Passoalmente, não podia concordar mais! Encontram o artigo completo em: http://www.brandrepublic.com/Marketing/Analysis/Features/842887/Feminisation-brands/
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