Brand Week - Question #4 . . .

. . . Does a business brand differently for women than men? If yes, how?

Answer: A business must carefully manage the perception of the brand by each sex individually -- there is rarely a one-size-fits-all branding campaign that will be effective for both sexes.

From Tom Peters' Re-Imagine!:

"American women constitute 43% of Americans with a net worth of $500,000 or more; said women significantly influence 75% of financial decisions."

Seems like a pretty big deal/awesome idea to market your brand differently to each sex. Women want to/need to/have to have an emotional connection with a brand/company/product to feel comfortable about the sale/buying experience; men do not. Is it more complex than that? Sure, there's all kinds of books about it.