Posts by Amanda Hill
The Authentic Truth
As industries and marketers evolve to include more women as customers, the importance of authentic branding and communication increases.
CONTINUE READINGHow 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.
CONTINUE READINGChallenging 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.
CONTINUE READINGHow 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.
CONTINUE READINGWhy 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.
CONTINUE READINGWhich 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…
CONTINUE READINGWhy 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…
CONTINUE READINGHow 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?
CONTINUE READINGThe Most Iconic Female Mascots
Brands have utilized mascots as part of their branding strategy and identity as long as CPG brands have existed. However, throughout history, there have been quite a few female mascots that remain the face of the brand to this day. What is it about female mascots that makes them memorable and etched into our minds…
CONTINUE READINGGood Help is Getting Harder to Find in Marketing (Unless You’re Upscaling Your Team’s Skills)
The old saying has never rang more true, with over 69% of U.S. employers struggling to find skilled workers in 2022 (ManpowerGroup). Marketing happens to be one of the current top 3 most difficult positions to hire for. Are we helpless to the whims of the economy? On the contrary, leaders have a choice. By…
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