The T-shirts start of well enough, encouraging both boys and girls to "explore" and "discover." But only the boys are prodded to go ahead and achieve, while young women can keep on dreaming. Sigh.
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Female stereotypes don't work. To appeal to women, you need to test, do customer development, and learn what works for the female audience in your market.
The flashing lights in the pink reel do not attract fish. They might or might not attract men, but that is not why I fish.
Who's this "sustainable consumer" business types now speak of? And is sustainable consuming even possible? That's the question for brands hoping to sidle into the green marketplace.
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