Why She Buys: The New Strategy for Reaching The World's Most Powerful Consumers
Bridget Brennan, Crown
Publishing, 322 pages, 2009, hardcover, $26; also available as e-book.
In her new book Why She Buys, Bridget Brennan gets to
the heart of many companies' less-than-stellar performance in today's
marketplace: "Men are the sex that manufactures products and women are the
sex that buys them" -- and most men do not understand women.
Using humor and scores
of real-life examples, the book provides a blueprint for better tailoring
products and marketing campaigns to women, the world's most powerful consumers.
"Women are females first and consumers second," Brennan writes,
adding the ability to understand women's brain structures, priorities,
worldviews and demographic patterns can provide companies with one of the most genuine
competitive advantages they'll ever know.
As CEO of Female Factor, Brennan
has pioneered business strategies that appeal to women consumers and worked
with many of the world's largest companies to put those strategies into
practice. In Why She Buys, she lays out how few companies consider the psychology of
gender when analyzing consumers. Through case
studies and interviews, the author spells out successful companies'
strategies for cracking the gender code and details horror stories of those who
Among Brennan's words
of advice: "Forget everything you think you know; most of it is
wrong," "Having women on
your team is not enough" and "Pink is not a strategy."
Philip Kotler, S.C.
Johnson & Son Professor of International Marketing at Northwestern University's Kellogg School of
Management, calls the book a "highly readable
road map to help marketers and sales
people understand women's beliefs, values and sensitivities."
Why She Buys offers specific solutions on how to
bridge the gender gap, a span that many of today's biggest consumer products
makers have yet to cross.