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Bec Brideson

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ET Brand Equity: Sports brands are at the forefront of female-centric marketing

September 30, 2016 by octave

With the media under fire for how it speaks of female athletes at Rio Olympics, we take a look at how major sports brands talk to women. Read here.

“Perhaps that’s the only way to not fall prey to the trappings of fempowertising. Start by not giving us pinked-up kicks, unless we want them, of course. And certainly don’t tell us ‘it’s okay to be your most fierce self’. Nobody likes a pandering fool. An authority in marketing-to-women, Bec Brideson believes, “Brands must position themselves to the heart of a woman, meeting their needs or their feminist dialogue will be short lived and seen as opportunistic rather than as authentic.” She adds, “Just like Uber and Airbnb disrupted their industries, there are emerging female entrepreneurs who will launch products and brands that genuinely meet the needs of women. The lazy marketers who have taken their female consumers for granted or who have ignored women will regret not acting now to create female-centric brands.”

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