Overview

"If you thought misogynist marketing ended with #MeToo, think again Brands profit by telling women who they are and how to be. Now they've discovered feminism and are hell bent on selling ""fempowerment"" back to us. But behind the go-girl slogans and the go-viral hash-tags has anything really changed? In Brandsplaining, Jane Cunningham and Philippa Roberts present a data-led analysis of marketing to women and expose the good, the bad and the ugly assumptions that lie behind it. Informed by this and a significant new piece of global research they put forward an innovative solution- a framework to follow for marketing that is fresh, exciting, and - at last - sexist-free."

Full Product Details

Author:   Jane Cunningham ,  Philippa Roberts
Publisher:   Penguin Books Ltd
Imprint:   Penguin Business
Dimensions:   Width: 15.30cm , Height: 1.80cm , Length: 23.40cm
Weight:   0.295kg
ISBN:  

9780241456002

ISBN 10:   0241456002
Pages:   240
Publication Date:   18 February 2021
Audience:   General/trade ,  Professional and scholarly ,  College/higher education ,  General ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In stock  
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Table of Contents

Reviews

What an important piece of research, and what an interesting read! This book has the power to change the way that people see everything -- Sophie Devonshire, CEO of The Marketing Society Filled with fascinating and funny insights, Brandsplaining is not just about marketing but also about how gender identities can be (and are) shaped and mis-shaped, branded and rebranded. If you think we've moved on from 'Good Girl' to 'Go Girl', think again! This is great food for thought in any debates about the path to gender irrelevance - or even gender neutrality -- Professor Gina Rippon, author of The Gendered Brain An outrageously important book. Erudite, funny, and deeply engaging -- with no condescension or bullshit -- Brandsplaining sets out why the male monologue continues to monopolize, and what to do about it -- Dr Aarathi Prasad, author of Like A Virgin: how science is redesigning the rules of sex A brilliant book -- witty and wise. A fast-track primer to gender bilingual marketing: the skill of being able to connect with 100% of your potential market and avoid the lazy, systemic default of outdated and ineffective brandsplaining -- Avivah Wittenberg-Cox, CEO of 20-first

On our way to dethroning patriarchy's hold on capitalism, books like this are critical. It's high time we expose and remedy the pseudo-feminist marketing malarkey holding women back under the guise of empowerment - and Brandsplaining is here to help us do just that -- Amanda Montell, author of Wordslut What an important piece of research, and what an interesting read! This book has the power to change the way that people see everything -- Sophie Devonshire, CEO of The Marketing Society Filled with fascinating and funny insights, Brandsplaining is not just about marketing but also about how gender identities can be (and are) shaped and mis-shaped, branded and rebranded. If you think we've moved on from 'Good Girl' to 'Go Girl', think again! This is great food for thought in any debates about the path to gender irrelevance - or even gender neutrality -- Professor Gina Rippon, author of The Gendered Brain An outrageously important book. Erudite, funny, and deeply engaging -- with no condescension or bullshit -- Brandsplaining sets out why the male monologue continues to monopolize, and what to do about it -- Dr Aarathi Prasad, author of Like A Virgin: how science is redesigning the rules of sex A brilliant book -- witty and wise. A fast-track primer to gender bilingual marketing: the skill of being able to connect with 100% of your potential market and avoid the lazy, systemic default of outdated and ineffective brandsplaining -- Avivah Wittenberg-Cox, CEO of 20-first

A brilliant book -- witty and wise. A fast-track primer to gender bilingual marketing: the skill of being able to connect with 100% of your potential market and avoid the lazy, systemic default of outdated and ineffective brandsplaining -- Avivah Wittenberg-Cox, CEO of 20-first

An outrageously important book. Erudite, funny, and deeply engaging -- with no condescension or bullshit -- Brandsplaining sets out why the male monologue continues to monopolize, and what to do about it -- Dr Aarathi Prasad, author of Like A Virgin: how science is redesigning the rules of sex A brilliant book -- witty and wise. A fast-track primer to gender bilingual marketing: the skill of being able to connect with 100% of your potential market and avoid the lazy, systemic default of outdated and ineffective brandsplaining -- Avivah Wittenberg-Cox, CEO of 20-first

Author Information

Jane Cunningham is the co-founder of PrettyLittleHead, a research-based consultancy with a particular specialism in understanding women. Prior to this, Jane was a board planner at DDP, Head of Planning at Ogilvy London and managing Director of Tribal DDB. Jane is an expert in gender-bias within advertising and has been interviewed by Martha Kearney on Radio 4, Jane Garvey on Women's Hour and Rosie Boycott and Dawn Porter on the subject of marketing to women. Philippa Roberts is the co-founder of PrettyLittleHead, a research-based consultancy with a particular specialism in understanding women. Prior to this, Philippa was Client Services Director at both DDB London and at Ogilvy London. Philippa is an expert in gender-bias within advertising and has been interviewed by David Frost on the differences between men and women and has appeared on Radio 5 live and Radio 4 discussing the subject of marketing to women.

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