Women make 80 percent of all purchasing decisions and are therefore undoubtedly the largest and most important consumer group, yet women have been poorly understood and badly served by marketing that has operated as if all customers are inherently the same. A deep understanding of the differences between men and women leads to more relevant, meaningful ideas that will contribute significantly to a brand's success. Derived from the latest research on gender, readers will learn that women judge and purchase goods and services by four main codes: altruism, aesthetic, ordering, and affinity. This essentially new approach provides the tools, clear constructs, and case studies to help companies take full advantage of the opportunities offered by gender-based marketing.

'It's high time we expose and remedy the pseudo-feminist marketing malarkey holding women back under the guise of empowerment' Amanda Montell, author of Wordslut ________________ Brands profit by telling women who they are and how to be. Now they've discovered feminism and are hell bent on selling 'fempowerment' back to us. But behind the go-girl slogans and the viral hash-tags has anything really changed? In Brandsplaining, Jane Cunningham and Philippa Roberts expose the monumental gap that exists between the women that appear in the media around us and the women we really are. Their research reveals how our experiences, wants and needs - in all forms - are ignored and misrepresented by an industry that fails to understand us. They propose a radical solution to resolve this once and for all: an innovative framework for marketing that is fresh, exciting, and - at last - sexism-free. ________________ 'If you think we've moved on from 'Good Girl' to 'Go Girl', think again!' Professor Gina Rippon, author of The Gendered Brain 'An outrageously important book. Erudite, funny, and deeply engaging -- with no condescension or bullshit' Dr Aarathi Prasad, author of Like A Virgin 'This book has the power to change the way we see the world' Sophie Devonshire, CEO, The Marketing Society and author of Superfast