Tis the season to be jolly-- hence my remembering this audiobook, which I read earlier in the year. It also triggered a desire to visit Michele's blog, WonderBranding, where she continues to instruct us on the scientific reasons women are the gender businesses should be marketing to, also including insightful quotes on how women are "hard-wired" in an entirely different way than men. Her blog, just as her book, shows examples, sends readers to other experts for more opinions, and offers thoughtful commentary on what's working today, and what isn't.

Take this quote from Michele's book, and let it simmer in your brain for awhile, then think twice about that commercial you see from auto dealers trying to court women, or pain relievers courting Moms, or discount stores throwing their wares at the Mom of the house. Because, I think they're still pretty much stuck back in those ancient Dick and Jane days. They haven't stopped to consider this information, but I wish they would:

"On average, a man's brain is a bit bigger and weights about 4 to 5 ounces more than the brain of a woman (49.5 oz. vs. 44 oz). But science tells us that size is not a factor in determining intelligence. Researchers focus on gray matter, that part of the working brain that allows us to think. When measuring gray matter, women have a significant advantage, with approximately 55% to men's 50%."

Any advertiser hoping to really reach the women's market needs to understand these 'natural advantages' women have. They need to stop worrying about emotion, intuition, and nurturing-- and embrace these feminine qualities. To try and market to women using a male perspective is just suicide, today.

Welcome to the digial world--where women can be themselves and be proud of it. Just ask Gen Xers, Gen Ys, and the up and coming Millennials. These are women who want it their way--TODAY--which, believe it or not, is something they learned from their Mothers. Naturally.