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.