Fluffing the Market
How finance brands get selling to women wrong and Sheilas' Wheels got it right
Virginia Matthews
The growth in Western markets of dual income families, female entrepreneurship and million-dollar divorce settlements has pushed the 'mega-niche' of women up many marketers' agendas. Yet for financial brands developing women-oriented products and services, advertising campaigns perceived as 'fluffy' or 'pink' are likely to end in tears, unless they aim for kitsch.In 2007 New...