Overview

The male market is exploding. Thanks to emerging social and cultural trends, men are becoming consumers to reckon with. In 1990 only 4% of men claimed to regularly use a skin care product. By 2015 the figure will have risen to 50%. Branded Male discusses the evolution of the male consumer and the desire of marketers to tap into the still underdeveloped male market. Crammed with facts and anecdotes, Branded Male analyses how to effectively brand products and services for the male market. Using a typical modern male's weekday as a template and examining all the influences affecting him, the book considers his exposure to brands and the ways marketers can exploit these channels, taking you through popular strategies for marketing to men. In his trademark style, Mark Tungate - the author of Fashion Brands: Branding Style from Armani to Zara - paints a portrait of the male consumer. From razor blades to beer, from aftershave to hotels, he finds out which marketing messages have the most impact on male wallets. Men's bank balances may never be the same again.

Full Product Details

9780749450113

Table of Contents

• • Chapter - 00: Introduction;
  • Chapter - 01: Skin;
  • Chapter - 02: Cloth;
  • Chapter - 03: Diet;
  • Chapter - 04: Home;
  • Chapter - 05: Wheels;
  • Chapter - 06: Travel;
  • Chapter - 07: Words;
  • Chapter - 08: Gadgets;
  • Chapter - 09: Hotels;
  • Chapter - 10: Pictures;
  • Chapter - 11: Body;
  • Chapter - 12: Alcohol;
  • Chapter - 13: Restaurants;
  • Chapter - 14: Sex

Reviews

Tungate dissects the social trends that have been shaping the male consumer across a variety of sectors in recent years... Provides insights on how brands can tackle the business of engaging men in a relevant way - and the influential role that the women in their lives play. Carisa Bianchi, President, TBWA / Chiat / Day, Los Angeles Finally a book that uses humour, examples and clever storytelling to shed a new light on male trends. Helps us approach male consumers as human beings and not simply as marketing targets. Roberto Passariello, Marketing Director, Eurosport International Ideas, advice and insights that will help anyone aiming to get messages across to men. David Wilkins, Special Projects Officer, Men's Health Forum 'Mark Tungate's excellent book explores whether advertisers should try to appeal to traditional masculinity or this new evolved form of manliness...both an enjoyable and enlightening insight into the life of today's male consumer.' The Marketer '...a useful introduction to the subject.' Marketing 'Marketing and advertising are Tungate's specialities and the chapters are packed with facts, figures and expert comment. But he is a branded male like the rest of us, and his ability to comment on the industry while recognising his place in it makes him all the more readable. Insightful, Branded Male offers an interesting theory of how the modern male has been formed.' Velocity Using a combination of facts, statistics and humorous anecdotes, Tungate discusses the most popular and effective ways of branding products and services to this consumer audience. GDR Creative Intelligence, Spring 2008 Insightful, Branded Male offers an interesting theory of how the modern male has been formed. Velocity, April 2008

tungate dissects the social trends that have been shaping the male consumer across a variety of sectors in recent years... provides insights on how brands can tackle the business of engaging men in a relevant way - and the influential role that the women in their lives play. carisa bianchi, president, tbwa / chiat / day, los angeles finally a book that uses humour, examples and clever storytelling to shed a new light on male trends. helps us approach male consumers as human beings and not simply as marketing targets. roberto passariello, marketing director, eurosport international ideas, advice and insights that will help anyone aiming to get messages across to men. david wilkins, special projects officer, men's health forum 'mark tungate's excellent book explores whether advertisers should try to appeal to traditional masculinity or this new evolved form of manliness...both an enjoyable and enlightening insight into the life of today's male consumer.' the marketer '...a useful introduction to the subject.' marketing 'marketing and advertising are tungate's specialities and the chapters are packed with facts, figures and expert comment. but he is a branded male like the rest of us, and his ability to comment on the industry while recognising his place in it makes him all the more readable. insightful, branded male offers an interesting theory of how the modern male has been formed.' velocity using a combination of facts, statistics and humorous anecdotes, tungate discusses the most popular and effective ways of branding products and services to this consumer audience. gdr creative intelligence, spring 2008 insightful, branded male offers an interesting theory of how the modern male has been formed. velocity, april 2008

Author Information

Mark Tungate is a journalist specializing in media, marketing and communication and the author of the bestselling Fashion Brands, Adland and Media Monoliths. Based in Paris, he writes regularly about advertising, and has appeared in The Times, The Independent and The Telegraph. He is also the co-author of The Epica Book, an annual review of the best European advertising.

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