Faith Popcorn isn't shy about telling you who she is or what she can share with you: "I am a futurist. A trend-spotter. A cultural detective." Nor does she beat around the bush in relaying the importance of her theory: "Understanding EVEolution and implementing it ... means the difference between building healthy brands and profitable relationships with women ... or building a flimsy, fluffy foundation with no future." Her vision is large and her passion is palpable, and what she offers in EVEolution is an effective way to know and tap into the increasingly important and lucrative female market.
After establishing men and women are biologically and "shop-ologically" different, Popcorn delivers her central message--that there's a huge difference between a customer who buys your brand and one who joins it. The former is good for the moment, while the latter is good for life. Popcorn believes attracting and engaging the lifelong customer requires rethinking traditional marketing methods using her eight "truths" of marketing to women. These include making your brand a contributing and worthwhile member of the community you create; acknowledging that women lead multiple lives simultaneously--marketing to only one at a time is limiting for you and annoying for them; and remembering to be subtle--women think laterally and notice things peripherally. These and the five other "EVEolutionary" truths are followed by dozens of companies, most of which have gotten the point and are reaping the rewards of an effective brand.
Popcorn definitely has her finger on the pulse (or the popper), though this kind of slick analysis of our too-fast-paced modern age can sometimes get a little tiresome--like an extended session of navel gazing. But someone has to do it, and Popcorn's ability to spot the trends and spout the zeitgeist gives her a healthy leg up on the nonsavvy marketers out there. If you're one of them--and don't have a clue about the complexities of women and how to market to them--read this book. Popcorn will get you into shape in no time. --S. Ketchum
Popcorn's futurist pronouncements on consumer trends are always newsworthy; her previous books The Popcorn Report and Clicking have drawn audiences far beyond those for most business guides because of her knack for predicting social trends such as "cocooning." Spiced with canny, sound-bite delivery, proprietary terms like "BrainTrust" and marketing savvy, Popcorn's latest will surely capture the same buzz. Her BrainReserve, a consulting firm that works with major corporations, now urges clients to cater to female consumers, who have unprecedented earning power and often make household purchasing decisions. Arguing that women shop differently from menAthat is, they respond to different stimuli and employ different standards in decision makingAPopcorn anticipates the need for many small shifts in corporate advertising. Among other things, she advises marketers to imbue their brands with emotional content, to cater to women's multiple roles, to anticipate their needs and to enlist their opinions about product design. Popcorn and coauthor Marigold illustrate their ideas with examples of new marketing strategies for major clients like Nabisco Snack Well's and Kitchen Aid, as well as with examples from other entrepreneurial ventures. Readers may be bemused by the book's self-referential tone: the BrainReserve lingo and the firm's strategic dress code give the impression of a private women's club. Despite the autohrs' rambling presentation and imposing tone (they tend to weight their pronouncements with upper-case descriptions, i.e., Anticipate, Everything Matters), readers who want to be tuned in to trends will find this a valuable source. Agent, Amanda Urban, ICM. 4-city author tour; national TV satellite tour; national radio satellite tour.
Copyright 2000 Reed Business Information, Inc.
passed it along to a CEO who really appreciates the information. It's a niche market and it helped plan and organize strategy ...Published 18 months ago by trish d
I don't write many reviews and usually I can always find something educational or enjoyable about a book. This was so poorly written, I couldn't even finish it. Read morePublished on July 26, 2012 by Jeffrey Miller
Let me start by saying that normally I'm a big Popcorn fan. I read any article that she's quoted in. I've read "The Popcorn Report" at least twice and loved it. Read morePublished on May 26, 2006 by Ken Wheatley
I loved Faith's first book. I found Evolution to be right on. Being a business owner, this new book was just what I needed to spark a fire in me. I couldn't read it fast enough. Read morePublished on February 21, 2006 by Patti Darragh
If your new consumer product is selling like crazy, you may not feel you need this book. If, however, you feel you are not getting the response you should get, this book may... Read morePublished on January 21, 2006 by Bill Bazik
Faith Popcorn's EVEolution lays out some very important, practical principles (she calls them truths) for effectively marketing to women. Read morePublished on February 17, 2004 by "rickseibold"
When you want to confirm "What do women want?" Faith Popcorn's book still holds true today. Read morePublished on November 6, 2002 by Stacy Cox, Pathfinder Fitness Company
Ignore the infuriating capitalization and focus on what Faith Popcorn is telling you: Women make 80% of all consumer purchasing decisions. Read morePublished on January 29, 2002 by Rolf Dobelli
I can't get over the preachy ... about how all men can do in the home is "breathe" and women do everything; women-think is a million times better than man-think, yadda yadda. Read morePublished on December 27, 2001