Successful companies have brands with a meaning. Apple builds creative electronic devices and facilitates listening to music; Dyson offers high quality vacuum cleaners. We stick to brands when we made a good experience.
Frederic Malle offers a really appealing story. He asked famous perfumers to create the fragrance they find best. One of the perfumers released a parfum that he fabricated for his wife only as long as she lived – and he succeeds.
However, internet brands are often built around technology. Google is the easy to use collector of myriads of data, Microsoft offers the only office software and ebay is the largest second-hand platform. These are no emotional stories. To be successful in a female world Google could for instance be synonymous for finding the perfect answers, Microsoft for saving time while working and ebay for offering the best deals.
Today focus in the online world is on performance. We measure almost everything a user does and what impact a marketing dollar spent has because we can. See the white-paper “The female Internet” for more.
