Knowledge Center

Leapfrog Strategy Consulting on Cultural Semiotics – Engage with Women as Women First and Then as Consumers

We live in a media dominated environment that is a strong force shaping society and culture. Advertisers/marketers need to keep their brands relevant and that means they need to engage with popular culture as being shaped by the larger media environment. They need to use contemporary language, concepts, meanings and symbolism  to structure their brand narratives.

Going beyond brand narratives and products to engage with women as women first and customers next, brand owners could attempt to build a more holistic relationship by balancing their commercial efforts with their CSR efforts.  They could champion causes that best support their brand positioning and brand promise, which they believe their women customers would appreciate them for.

Click to read  more: Engage with Women, First as Women and Then as Consumers (Blog post will open in a new window.)