Strategic insights into brand gender modification decisions
Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This research paper attempts to pinpoint ways of increasing the appeal of mixed-target brands to both men and women. A robust strategy to impress men with attempts to inject new masculinity remains elusive, although women are more flexible and respond positively to male brand elements woven within the personality of a feminine brand. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.