Posts by Amanda Hill
How Essentia Made Water ‘Elite’
Essentia Water has become a cult phenomenon in recent years. The brand has successfully marketed itself as a premium, high-quality product that offers numerous health benefits – making it a favorite among health-conscious consumers. But how did Essentia Water achieve such a cult following? Let’s take a closer look.
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A Higher Purpose for Female-Led Brands
When I read this article from Ad Age about women’s philanthropic efforts, it started the gears in my mind working. So I began reading… and wow! There are countless examples of amazing women who lead, give, and live a purpose-driven life. And they’ve breathed that life into their brands and companies. This purposefulness coupled with…
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The Authentic Truth
As industries and marketers evolve to include more women as customers, the importance of authentic branding and communication increases.
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How widening your lens will open up new market opportunities
Why do so many industries and brands still struggle to attract women? Why do they still primarily target men? Is this intentional or accidental? So many companies miss out on a massive opportunity by not speaking to the female cohort.
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Challenging Product Design Assumptions
We recently posted a story on our Facebook page about how crash test dummies have been modeled after the average man for over 50 years. This testing design has led to seatbelts and other safety measures in vehicles that are statistically less safe for women than for men.
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How the Discontinued Stanley Tumbler Became a Cult Phenomenon
From a failed camping mug to a trending sold-out and waitlisted phenomenon amongst female consumers, the Stanley tumbler is an incredible story of how an accidental brand extension into a new audience changed everything for a struggling product line.
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Why Upskilling and Reskilling Your Marketing Team is Critical
With ominous headlines and trends like the “great resignation”, “great reshuffle”, and “quiet quitting”, it’s a tough time to be recruiting and equally daunting to be tasked with repairing a generally poor employee experience and culture.
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Which Marketing Trends Should Your Brand Follow? 
Keeping up with the latest marketing trends can be the difference between a brand or product line thriving or falling flat. The amount of information available to the modern marketer on trends and tactics can be overwhelming, and you don’t want to waste resources on a passing fruitless fad. In this article, I will share…
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Why Carvana Has a Chance to Win with Women
The auto industry has notoriously missed one of the largest opportunities for growth in the female market. Women make 65% of new car purchases, and 74% of women feel largely misunderstood by auto manufacturers’ marketing. According to market research firm J.D. Power, Millennials hate car dealerships, or rather they vastly prefer online car shopping. I…
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How a Brand Stretch Can Help Appeal to a New Audience
When I talk about a “Brand Extension” or “Brand Stretch,” I’m referring to a new product line that is launched into a new category for the brand. Here are some examples of brands that have extended further to connect with the female audience – what do you think, hit or miss?
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