How to optimize a woman’s view of your brand. What kind of relationship does your brand have with women? If, as studies have shown, 91% of women say that advertisers don’t understand them, then it’s likely that your brand is overlooking a critical aspect that could solidify the connection and motivate women to buy more. Do you know what your Blind Spots are? We set out to identify, define and measure the attributes women value most in healthy brand relationships. We interviewed 450 women, spanning the ages of 27-48, and contrasted their responses with men to distinguish how women’s needs and expectations are unique. Based on our marketing expertise, we developed a hypothesis and then put a category of brands to the test to find their Blind Spots. What are they not seeing that she does?

1. (and how to make every dollar count!)
is a waste of money.
Why
marketing to Women
1441 Broadway New York NY 10018 212 660 0400 womenkind.net

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Don’t
waste your
Marketing
dollars on
Women.

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of women say advertisers
don’t understand them. 91%

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Total advertising spend in the US is $177 Billion.
If even half of that spend targets Women, then
$80 Billion is wasted every year on messaging
that doesn’t resonate with them.

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WHY do so many
smart marketers
get it wrong?

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Because they have
blind
spots.

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We set out to identify, define
and measure the attributes women value
most in healthy brand relationships.

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And then we put
a category of brands to the
test to find out how women
really view them.

9. We learned that Women have 4 distinct aspects of a desirable brand relationship.
www.womenkind.net

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Women
have a strong
requirement
that brands
simplify,
improve
or enhance
her life.
1.

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2.
Women,
far more than men,
value honesty and
truthfulness
about a brand’s
strengths and
– importantly –
its weaknesses.

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Women don’t
want only to
be satisfied by
brands, they want
to be inspired
by them.
3.

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most attractive to
women are those that
appeal to her need for an
emotional connection.
4. The brands

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We also learned that most brands
fail on at least one of the attributes
most important to women.
They have Blind Spots.
And it could be costing them dearly.

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What kind of relationship
does your brand have
with women?
Do you know where your
blind spots are?

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The Blind Spot Benchmark
will help you understand how
women value your brand relative
to your competitors.
It promises to help you improve
your brand’s relationship
with women.

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What exactly could
the Blind Spot Benchmark
do for your brand?
• Determine how your brand measures
on a woman’s terms
• Define your brand’s relationship to
women relative to your competitors
• Explore which of your brand strengths
can be enhanced for women
• Reveal how your brand misses the mark
in communicating the attributes most
important for women
• Provide analysis and an actionable
strategy for optimizing how women view
your brand

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A proprietary measure of
brand health through the
lens of what women expect
and desire.
For more information, contact:
Kristi Faulkner
President
kristi@womenkind.net
212.660.0400