To She or Not to She

So here’s a question. Let’s say you’re a brand with a target audience that’s 21 to 34 male and predominantly single. And let’s also say that more than half your sales come from the grocery channel where the solid majority of shoppers are married women. So, do you style your in-store communications to sell Mrs. Shopper? Or do you stick to branding for Mr. Target? Though the latter doesn’t make much sense, if you start changing the way you look and sound to better reach someone outside your target audience-the opposite of your target audience even-you wind up compromising your brand and confusing the conviction. What to do?This video’s been out for a while, but I think it illustrates the lack of understanding that some brands approach the female shopper with.

-Contributed by Thomas Daniels