The slide from the Keynote I delivered to Mumstock 2015. It reveals the eight key emotinonal roles mums seek to play in the lives of their families. Emotional roels that bradns would do well to understand and contribute to for greater success in marketing to mums.
Planners and strategists are wonderful people but we are all tempted by sin from time to time. Here are the seven greatest sins of the planner right now
Planners and strategists are wonderful people but we are all tempted by sin from time to time. Here are the seven greatest sins of the planner right now
The Motherhood Reports: The Best Ways to Engage Moms Online on Behalf of BrandsThe Motherhood
The Motherhood and the University of Pittsburgh Institute for Entrepreneurial Excellence and the Joseph M. Katz Graduate School of Business conducted in-depth research and analysis of more than a thousand blog posts created by The Motherhood network of bloggers on behalf of our clients to determine what works and what doesn’t work for brands wanting to reach, engage and activate moms online. Following are the preliminary results of the study.
A presentation on the four building blocks of trust to accompany the post at http://www.adliterate.com/2013/11/trust-every-brand-wants-it-but-few-know-how-to-get-it/
Slides from a presentation to the Planning Academy at the Cannes Festival of Creativity 2014 - the narrative for the slides is at http://www.adliterate.com/2014/06/interesting-verus-right-revisited/
A presentation originally given at a Thinkbox conference on the marketing industry trying to make shit happen a little less often - especially when it comes to Social. Apologies that as per ususal the slides are a presentation and so difficult to decipher.
Mothering Excellence - Exploratory Study of Mothers in Asia - IpsosMerlien Institute
Presented by Jaisy Desai, Qualitative Insights Director, Ipsos
at Qualitative360 Asia 2013
19-21 November 2013, Singapore
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://qual360.com/
The Motherhood Reports: The Best Ways to Engage Moms Online on Behalf of BrandsThe Motherhood
The Motherhood and the University of Pittsburgh Institute for Entrepreneurial Excellence and the Joseph M. Katz Graduate School of Business conducted in-depth research and analysis of more than a thousand blog posts created by The Motherhood network of bloggers on behalf of our clients to determine what works and what doesn’t work for brands wanting to reach, engage and activate moms online. Following are the preliminary results of the study.
A presentation on the four building blocks of trust to accompany the post at http://www.adliterate.com/2013/11/trust-every-brand-wants-it-but-few-know-how-to-get-it/
Slides from a presentation to the Planning Academy at the Cannes Festival of Creativity 2014 - the narrative for the slides is at http://www.adliterate.com/2014/06/interesting-verus-right-revisited/
A presentation originally given at a Thinkbox conference on the marketing industry trying to make shit happen a little less often - especially when it comes to Social. Apologies that as per ususal the slides are a presentation and so difficult to decipher.
Mothering Excellence - Exploratory Study of Mothers in Asia - IpsosMerlien Institute
Presented by Jaisy Desai, Qualitative Insights Director, Ipsos
at Qualitative360 Asia 2013
19-21 November 2013, Singapore
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://qual360.com/
Engaging the 21st Century Woman: 8 Steps to Getting it RightCharlotte Wooding
Women are responsible for 80% of purchasing decisions and yet 76% feel that brands do not represent them.
We think it’s time to change that. So we’ve conducted a year-long piece of research into the mindset of the 21st Century Woman and how brands speak to her.
With more than 3/4 of women feeling that brands don’t represent them, it’s never been more important to act. Following our research, we’ve come up with 8 principles that we think can provide a starting point for marketers looking to engage the 21st Century Woman.
You’re a mom first, but you’ve always had an entrepreneurial spirit.
Maybe a parent or a close relative you looked up to was an entrepreneur.
Whatever the reason, you’ve always loved the idea of running your own business and having the flexibility to be there for your kids.
Even though you have a job, you’ve always been passionate about fitness, writing, or helping others.
Watch this for everything you need to know to become a Mompreneur!
Check out these fifteen steps to master the art (not the science) of persuasion. How can you influence others to land that thing you want so you can go out and #DoTheThing
Eight Ways to Make Your Learners Fall in LoveCammy Bean
So much eLearning just makes people want to break up with their training departments. How can you turn that relationship around and get people to fall in love with eLearning? Try one of these eight smooth moves you can use to win their hearts and minds (plus an extra special bonus move to really get that lovin' feeling going strong.) Love really is the answer.
Finding My Voice + Learning to Trust my Gut - from LeanIN Toronto LaunchTara Hunt
I gave this talk at the LeanIN Toronto Launch party on September 24 to a group of 300 amazing women. It is all about finding your voice and being yourself and not letting anyone else tell you otherwise.
Check out our website: http://feelyourtempo.com/
Check us out on our social media pages:
Facebook: https://www.facebook.com/Feel-Your-Tempo-114665148553019/?fref=nf
Twitter: https://twitter.com/tempoplanet
Instagram: http://instagram.com/feelyourtempo
A short presentation on the role, importance and power of insights and how to find them. The original has loads of ads as examples that I have had to remover from this slideshare
A presentation for the trends plus conference in London 1st December 2011. In it I talk about my frustrations with trends and trend watching, the importance of insight, the rarity of genuine insight and revelation as a new action standard for insight. I'm afraid that the offer at the end applied to the conference participants only.
I did a talk to the IPA on developing your own planning style. I asked a bunch of planners I rated to describe their planning style which was rather interesting. So here is the bits of the presentation that quote different planners talking about this.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
10. No woman has a child
because she wants
another job
11. #mumstock
Have your say
“Brands are completely unaware of what
parenting is all about – it’s about love, it’s
about everything that you can’t buy
not everything that you can.”
Source: Mumsnet/Saatchi & Saatchi research, 2014/15
12. #mumstock
Have your say
Cleaner
Chef
Entertainer
Driver
Carer/nanny
First-aider
Events organizer
Accountant
Source: Chessington World of Adventures, ‘Summer Holiday Mum: 23 Professions, 13+ Hour Days, 7 Days a Week’, August 2010
Gardener
Waitress
Personal shopper
Chamber maid
Teacher
Counsellor
Administrator
Hairdresser
Dental hygienist
Dog walker
Project Manager
Artist
Travel Agent
Security Guard
Interior Designer
23 Professions, 13+ Hour Days, 7 Days a Week
13.
14. #mumstock
Have your say
84% of mothers agree:
“marketers treat motherhood as an activity,
filled with things that I have to do and not a
meaningful relationship with my kids.”
Source: Mumsnet/Saatchi & Saatchi research, 2014/15
23. Source: Mumsnet/Saatchi & Saatchi research, 2014/15
“When you become a mum you realise that
your kisses are ‘magic’ – they can make
anything feel better.”
#mumstock
Have your say
25. #mumstock
Have your say
Source: Mumsnet/Saatchi & Saatchi research, 2014/15
“My son said to me ‘how do you know if a
stranger is good or bad?’ And I tried to
teach him how to use his gut instinct and the
things he could look out for in order to tell.”
27. #mumstock
Have your say
Source: Mumsnet/Saatchi & Saatchi research, 2014/15
“They won’t always remember the things
that I taught them but they will remember
the person I was.”
29. #mumstock
Have your say
Source: Mumsnet/Saatchi & Saatchi research, 2014/15
“Your role is to help your child through their
childhood, teenage years and beyond. I still
really appreciate that my parents are there
for me and would drop everything to help
me if I needed it.”
32. #mumstock
Have your say
Source: Mumsnet/Saatchi & Saatchi research, 2014/15
“Sometimes you realise what your
kids need most from you is
just to be their friend.”
35. #mumstock
Have your say
Source: Mumsnet/Saatchi & Saatchi research, 2014/15
“Generally being a knob seems to
entertain my kids. I love that we laugh
together all the time.”
37. #mumstock
Have your say
Source: Mumsnet/Saatchi & Saatchi research, 2014/15
“I love the look in my kids’ eyes when I
let them break the rules – it’s like ‘What?
Really?’ – lots of excitement and I like to
do that for them sometimes.”
38. Safe HouseHero
Rule Breaker
Partner in Crime
CoachFriend
Carer
Fan
Being there in the
moment of need Being there
when you aren’t
Being there at
the end of the day
Being who you want
your child to be
Being on the same level
Getting down and dirty Enjoying them and
the mark they makeBeing more than
a hard arse
39. #mumstock
Have your say
Source: Mumsnet/Saatchi & Saatchi research, 2014/15
A3. And how important would you say each of the following roles are
in terms of being a mother?
Base: 1000 Mums of children aged 0-17
76%
57%
71% 71%
47% 39% 47%
24%
22%
39%
27% 26%
46%
51%
47%
40%
Carer Coach Role Model Safehouse Friend Playmate Audience Rule Breaker
Not at all important Not very important Quite important Very important
Hero Partner in Crime FanCoachCarer Safe House Friend Rule Breaker
All roles are equal,
though some are more equal than others
40. #mumstock
Have your say
Source: Mumsnet/Saatchi & Saatchi research, 2014/15
A matter of time
A1. Of all of the roles listed below,
which do you spend most of your time doing as a parent?
34%
20%
15%
9% 9% 8%
4%
1%
Carer Coach Role Model Safehouse Friend Playmate Audience Rule BreakerHero Partner in Crime FanCoachCarer Safe House Friend Rule Breaker
41. #mumstock
Have your say
Source: Mumsnet/Saatchi & Saatchi research, 2014/15
Heroes and Partners
A2. For each can you tell us whether this is something that you
wish you could be doing more or less of?
Base: 1000 Mums of children aged 0-17
15% 12% 16% 15% 15% 18% 13% 12%
44% 51%
54%
43% 47%
57%
53%
48%
37% 31%
26%
35%
34%
22%
29%
25%
Carer Coach Role Model Safehouse Friend Playmate Audience Rule Breaker
Much less A little less Same A little more Much more
Hero Partner in Crime FanCoachCarer Safe House Friend Rule Breaker
42. #mumstock
Have your say
Source: Mumsnet/Saatchi & Saatchi research, 2014/15
Heroes and Partners
A2. For each can you tell us whether this is something that you
wish you could be doing more or less of?
Base: 1000 Mums of children aged 0-17
15% 12% 16% 15% 15% 18% 13% 12%
44% 51%
54%
43% 47%
57%
53%
48%
37% 31%
26%
35%
34%
22%
29%
25%
Carer Coach Role Model Safehouse Friend Playmate Audience Rule Breaker
Much less A little less Same A little more Much more
Hero Partner in Crime FanCoachCarer Safe House Friend Rule Breaker
Marketers seem to believe that motherhood is all consuming for women with children and an appropriate label for their lives- that motherhood defines mums. It may do for her but then she’s not exactly representative of British motherhood is she.
From the evidence before us marketers seem to believe that every mother is desperately seeking perfection and looking to brands to help achieve this. Ever mum wants to be a good mum, but good enough is good enough for most mothers
Marketers seem to believe that mothers are paragons of saintly virtue you have to treat with utmost care. Marketing mums don’t swear, they don’t have a little too much to drink, they don’t laugh at the same things as other adults and they don’t have sex – which is more than a little ironic. More than one client has briefed me insisting that the only comedy mums like is the Vicar of Dibley (that came off air in 2007!
Ah yes. The bumbling dad.
As a community we still seem to believe that we can curry favour with mothers by depicting their men as clowns at best and at worst part timers.
Which brings us to the final myth for today.
Marketers seem to believe that motherhood is a life of frazzled drudgery with the odd moment of saintly pride.
Indeed this is the key way in which marketers pretend to ‘empathise’ with mothers.
The truth is that motherhood is about being not doing.
Sure there is one hell of a lot of doing involved and we aren’t saying otherwise.
but the aim of every mum is surely to BE a good mother not to DO well at motherhood.
Motherhood is not a job or a series of activities because motherhood is about being not doing.
That’s where marketing gets it wrong.
How then might we understand the many things mothers want to be in, the emotional rather than functional roles she wants to play?
And to do so in such a way that enables marketers to better empathise and engage with them?
That was the purpose of this research
So here are what we are calling the eight emotional roles of motherhoood.
You will see that they overlap considerably.
This is because most activities mums are involved in aren’t about playing one simple emotional role, its more complex than that.
For instance if you are nagging your 7 year old to clean their teeth you are both caring for their immediate needs and also coaching them with the sincere desire that one day they will simply go and clean their teeth. After all I did this morning and I didn’t need my mum to phone me up and nag me to.
You will also notice that carer is the lynch pin of motherhood but hell that bit of the analysis certainly wasn’t brain surgery.
Now its important that these are not misinterpreted as segments or archetypes. As we will see all mothers play all these roles almost all of the time. Although the expression of them changes with the age of your children.
I’m going to kick off with the serious stuff.
This is the group of emotional roles that we might normally associate with motherhood.
A lot of these are about care, now and into the future and about the person that your child will become.
Let’s start with Carer.
This is about being there for your children in the moment that they need you, looking after them, protecting them.
I’ve chosen Mr Wolf from Pulp Fictionto exemplify this role.
Mr Wolf may seem a bit extreme but remember the role he plays, I do because we relaunched direct line using him.
He sorts things out, tells it like it is, gets people out of trouble, stops them coming to further harm.
Sure he talks sharp on occasion but don’t you when you are in your carer role.
Another role and sadly another man to prove the case.
Which tells you most of what you need to know about gender bias in popular culture.
You are coaching when you are helping your kids in a way that extends beyond the moment.
Often far into the future.
It’s full of instruction but ultimately its about ensuring that your kids can stand on their own two feet.
At last a female role model for our roles and how appropriate it’s for the hero role.
Carrie is going to talk a lot more about this but safe to say that this is emotional minefield that is the lessons you teach your children.
Not through what you say but who you are.
When
As of 9am today I haven’t been able to fid the right example from popular culture for fan.
Maybe its because its actually really passive.
Being a fan is about sitting back for a moment and just enjoying your children.
After all that’s a really important reason for having them.
It’s about laughing at their jokes, sitting through their tedious puppet show, brimming with pride as you read their school report or perhaps one day taking endless photographs at their graduation.
You are so much the reason they have done all these things, but for the moment its not about you its about enjoying them.
Being a partner in crime is about getting down and dirty with your kids.
Its not about facilitating their play its about actively playing with and alongside them.
We are going to come back to this big time in a bit.
And finally and as we will see the poor cousin of the emotional roles – the rule breaker.
You know in Mary Poppins the way that Mr Banks, the dad, is a bit of a hard arse.
But by the end he has lightened up big time.
That’s what rule breaker is about.
It’s the opportunities you take show you aren’t just the parent that says no all the time.
The opoprtunity to stop being the hassled hard arsed mum for a moment and to break your own rules.
Ok lets simplify this a bit more.
Let’s take off the emotional drivers and give you a better flavour of each role.
Don’t worry because we are going to unpack each one.
Because the reality is that very few brands and businesses actually seek to engage with mums on this basis.
When we looked at Britain’s top 50 brands only a handful want to play in this space at all.
And of those that do the vast majority are reluctant to stray from the tried and tested territory of the carer role.
This is fine but it is the equivalent of clinging on to the edge of the ice skating rink in case you fall over.
10 of top 50 companies who are connecting to mums through one of her emotional roles:
P&G
Unilever
Tesco
Lloyds Bank
McDonald’s
Microsoft
Boots
John Lewis
VW
Beirsdoft Uk
Because the reality is that very few brands and businesses actually seek to engage with mums on this basis.
When we looked at Britain’s top 50 brands only a handful want to play in this space at all.
And of those that do the vast majority are reluctant to stray from the tried and tested territory of the carer role.
This is fine but it is the equivalent of clinging on to the edge of the ice skating rink in case you fall over.
10 of top 50 companies who are connecting to mums through one of her emotional roles:
P&G
Unilever
Tesco
Lloyds Bank
McDonald’s
Microsoft
Boots
John Lewis
VW
Beirsdoft Uk
Yes there are brands confidently exploring the rich word of motherhood in all its glory and Carrie mentioned many of them, the reality is one of the reason that they are so famous is because there are so few.
They are notable through both their potency and rarity.
I’m sure that Roisin is quite happy that she is the only brand owner at scale that is working hard to help mums coach but I’d love to see more brands and brands up for this role.
And while Nivea and Cif are both undertaking activity in the safehouse space I can’t think of a brand or business that has fully pinned its colours to this mast.
Or a brand that’s seeking play in the rule breaker space beyond Persil.
Each of these roles provides your brand and business with relatively uncontested territory in which to engage mums.
And have enormous amounts of fun too boot.
Mums don’t want you to help them do a job, they will let you to help them be everything they want to be.
More brands spending more time helping mums spend more time being more of the mum they want to be.
Now that’s a job that’s worth doing.
Thank you.
Carrie to introduce Poona.