The Shopping Manifesto

From there, BrainReserve built a strategy for Nabisco that included linking the brand to the positive relationship between mothers and daughters. Nabisco launched the campaign by announcing a $250,000 donation to Girls Inc., the largest girls' advocacy group in the U.S. Then, the company ran ads before Mother's Day offering a mother-daughter journal for three proofs of purchase. Interestingly, Popcorn doesn't mention whether the campaign paid off financially.

While Popcorn continues to evangelize the EVEolution theory, female-focused marketing remains a rogue idea -- not widely discussed or implemented in the consumer market. A famous chairman of a multinational company sent Popcorn a note saying how much he enjoyed her book. He loved it so much, he told her, he distributed it to all his female executives. "Basically, the guy missed my point completely," she complained. Popcorn wrote him back to say that it's not women who need to read the book, but men. "Still, the hearing is no good," says Popcorn. "The title of the book is Eight Truths of Marketing to Women, not for women."

The Eight Truths

1. Connecting your female consumers to each other connects them to your brand.
2. If you're marketing to one of her lives, you're missing all the others.
3. If she has to ask, it's too late.
4. Market to her peripheral vision, and she will see you in a whole new light.
5. Walk, run, go to her -- secure her loyalty forever.
6. This generation of women consumers will lead you to the next.
7. Coparenting is the best way to raise a brand.
8. Everything matters -- you can't hide behind your logo.