Professor and Executive Director, Center for Positive Marketing
Gabelli School of Business
Conventional wisdom says that women have their own unique style of communication that affects everything from word choice and intonation to sentence length and structure. However, marketers who seek to align their message copy with this “female style” in order to connect with women can easily be misled. In this session, drawing on the latest research, Professor Dawn Lerman will separate myth from reality about gender differences in language and communication and provide marketers with tangible tips for developing a language for your brand—a lingua branda—that will connect with today’s women.
Associate Creative Director
Lizzie Wilson, one of the visionary creatives behind the “Fearless Girl” campaign, will dive into how the idea was conceptualized and highlight some of the considerations that went into producing what has become a cultural icon for women and girls around the world.
The Fearless Girl, since her first appearance on Wall Street on 2017 International Women’s Day, continues to spread a message of positivity to inspire the next generation of women leaders on behalf of State Street Global Advisors. It has won 4 Grand Prix at the Cannes Lions Festival of Creativity, and top awards at D&AD, D&AD Impact, Clio, Cresta, London International, One Show, New York Festivals, AICP Next and Effie Awards. Together, State Street and Fearless Girl have made board diversity a key focus of their corporate governance policies, motivating over 150 companies within their “SHE” Fund to add women to their previously all-male boards.
Co-Founder & Strategic Brand Architect
The key to creating a strong connection with your female audience hinges on you and your team. Because if you don’t believe in Her, your audience won’t either. No belief equals no relevance. No passion. No purchase. No love. In this session, Emily Spensieri will explain how The Incite Team’s unique Branditude workshops are helping to bring brands to life and sparking new energy into brand team beliefs and dynamics across many categories. They challenge assumptions and get to the real Her. Asking questions like, what’s Her favourite song? What are Her friends like? Forget the mood boards, this is about you and your team living the experience with Her. Referencing various case studies, Emily will demonstrate how these workshops are provocative with purpose. They might have you and your colleagues arguing vehemently as to why She would most definitely listen to Justin Bieber. (Yes, Despacito!). Or, if She wants kids. But, whether you’re launching a new product, transforming an existing brand into a more current iteration, or if you want your team to fall in love with their brand all over again, this session will illustrate how you can achieve your objectives and greater success with today’s female consumer. And, why some Branditude should definitely be in your future!
Girls born today are as likely to live to be 100 as not, and women see their increasing lifespans as filled with both opportunities and complexities. In this opening session of the 2018 M2W® Conference, AARP will unveil new analysis from their “Hacking Longevity” project that looks at the critical factors for women when it comes to their happiness and well-being, and how that changes over time. With these insights, we can better reach, address, and provide solutions to women of all ages, while making a positive impact in their lives.
Agency Business Development Lead
Creative Content & Media Director
Another M2W® first! This year we feature a segment that focuses on the trend of women organizing empowerment groups right in their own companies. Frequently called, “Women@”, these groups instantly expand networking and collaboration opportunities. They discover new ways to help create a better working environment, cross-pollinate departmental expertise, identify the talent and qualities of rising star females, help attract outstanding women to their companies, open new channels of communication and community among female employees, and develop leadership confidence.
Why? Because more women in leadership absolutely leads to better products, better customer value and satisfaction, better corporate earnings and long-term growth. A survey conducted in part by The Conference Board reported that in the companies that have the top 20% of financial performance, 27% of the leaders are female. When women thrive, businesses thrive too. How can this concept impact your marketing to women efforts? We’re about to find out!