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Eveolution: The Eight Truths of Marketing to Women Hardcover – June 14, 2000

39 customer reviews

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Editorial Reviews Review

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

From Publishers Weekly

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.

Product Details

  • Hardcover: 304 pages
  • Publisher: Hyperion; 1 edition (June 14, 2000)
  • Language: English
  • ISBN-10: 0786865237
  • ISBN-13: 978-0786865239
  • Product Dimensions: 6.1 x 9.2 inches
  • Shipping Weight: 1.2 pounds
  • Average Customer Review: 3.7 out of 5 stars  See all reviews (39 customer reviews)
  • Amazon Best Sellers Rank: #1,604,800 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

Format: Hardcover
7 Stars *******
I am a big Faith Popcorn fan. That led me to go into reading this book with high expectations. What a great deal it was to have those expectations well exceeded!
Tom Peters first raised the theme of this book in his book, The Circle of Innovation. The vast bulk of most consumer purchases are either made or strongly influenced by women. Stop marketing generally, and be sure you marketing is gender friendly in the broadest sense. But Tom, as a man, could only take that point so far.
Faith Popcorn has really explained it very well.
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32 of 36 people found the following review helpful By Valerie Chase on July 27, 2000
Format: Hardcover
I used to look forward to Faith Popcorn's books. This one, like the others, is well-written in her typical chatty, breezy style. But in the end, "EVEolution" is tired and unoriginal in both concept and approach. Even the title appears to be recycled from a 1989 book by Ken Brown entitled "Adam and Eveolution". And it goes downhill from there. Much of "EVEolution" reads like the stale monologue of a middle-aged comic (Women always go to the bathroom together! Women chat endlessly with anyone, even waiters! Women are REALLY, REALLY DIFFERENT from men! ). While this routine may seem insightful to some poor souls, I found it boring and mildly offensive - certainly no basis for seriously addressing the marketing strategies required to attract and keep female customers. There is very little substance behind the anecdotes here. Instead, the reader is force-fed a major serving of highly annoying and rather meaningless Popcornesque marketing jargon. Socioquake. Excuse me? EVESdropping. Oh, please. How about FaithFatigue?
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27 of 30 people found the following review helpful By A Customer on July 7, 2000
Format: Hardcover
EVEolution is a case of spin over substance. Popcorn and Marigold's incessant jargon creation (FutureScape, TrendProbe, SocioQuake, EVEsdropping) rob their ideas of any real power. Once past the packaging, it quickly becomes clear that EVEolution is built on a shaky assumption. Popcorn and Marigold argue that "Women don't buy brands; they join them." While some of the techniques described in the book are innovative and even interesting, they ignore the simple fact that women are smart enough to know the difference between an invitation to "join" and a sales pitch.
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25 of 28 people found the following review helpful By A Customer on July 26, 2000
Format: Hardcover
As a woman (and businesswoman), I considered this book offensive. To say I bond with the brands I buy is laughable. I buy products (not brands) for what they can do for me, not what they sell to me. I do not "bond" with them emotionally. And I do not look to them to solve life's problems. Example: The authors tout the idea that the makers of a diet cookie can somehow improve the bonds between mothers and daughters by holding seminars under that cookie's banner. It is a sad day when mother/daughter relationships are facilitated by blatant marketing. This book is wrong-headed and wrong-hearted. End of story.
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19 of 23 people found the following review helpful By Amazon Customer on August 15, 2000
Format: Hardcover
I second the "Stale Popcorn" review below -- I'm a woman, and I don't "bond" with the brands/products I use. Nor do I run and tell everyone I know they should use them too (even if I'm happy with the product or service).

But, aside from that, some of Faith's ideas are downright wacky! Email access in department store fitting rooms? (p. 89) (It's supposed to make shopping less stressful -- but what's the point?)

Hallmark should turn their web site into a "feelings exchange"? This will "recapture.. the high-ground lost to.. Internet communities". Huh? Wouldn't a "feelings exchange" just be another kind of Internet chat? And if you're expressing your own feelings in your own words, why buy the Hallmark card?

How 'bout (on p. 49) "Office Depot should become Life Depot". Faith suggests that a woman business-owner should be able to order "a case of Coke [and a bottle of] Shout stain remover" with her ink cartridges. So companies should ignore their own "bottom lines", stockholders and mission statements to become glorified go-fers? Would that really keep women running to Office Depot rather than a competitor?

But my favorite is on page 118: "Consider the parking lot as the...last uncharted territory... Large product renderings [such as Cheerios and Snapple], interpreted by well-known artists, could be painted in each parking spot... This would be far more exciting than ugly blacktop." Ugh! Aren't we already inundated by "product placement"?

My suggestion -- hang on to your money and skip this book.
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