What’s Love Got to Do With It?


Funny seeing the annual avalanche of same old ads for Valentine’s. The childish heart jewelry for 35 year old’s going on 7. The diet-sabotaging chocolates, ironically pitched alongside stories of men who hate being married to fat women. The lingerie fit for the adult channel. So many marketers sell to the idealized female customers they wish they had, versus the real ones they do. Why can’t we love the one we’re with?
After nine years of listening to 11,000 women who buy, decide and write the rules for America’s bottom line, we continue to see self-loathing brands, who don’t want the women who love them. “We want ‘new’ customers,” they say (AKA younger, thinner, prettier, richer ones.) While the Dove’s and the Eileen Fisher’s of the world happily (and profitably) love the women who love them, too many brands abandon their loyalists in the crusade for ‘aspiration.’ Your customer has aspirations. And one of them is to be her best self and not someone else.
My favorite question I was ever asked, was “How can I get to understand the women who buy my brand?” My answer, “You could start by liking her.” What’s love got to do with it? Everything.

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