Eveolution: Understanding Women--Eight Essential Truths That Work In Your Business And Your Life » (Reprint)

Faith Popcorn's name is synonymous with prediction: She has accurately foretold the business and personal trends that have defined our lives for the past two decades. Her frequent media appearances and groundbreaking national best-sellers, The Popcorn Report and Clicking, have made her familiar to most of the world. Called "the Nostradamus of marketing" by Fortune magazine, Popcorn now turns her incredible acumen to one of the most important segments in marketing: the female consumer.

Every day we read about a new scientific study that confirms the physiological differences between the sexes: how women's brains are different; how they see, hear, acquire and use language differently. What we haven't heard is how these differences manifest themselves in the marketplace -- until now.

Today, women make 80% of all purchasing decisions. In EVEolution, Faith Popcorn shows you that you cannot succeed in business or successfully start one without understanding how to market to women. Whether you make cornflakes or concrete, pillows or pixels, she reveals why women must be your chief target. Even if you just want to understand the landscape of tomorrowland, this book is a must read.

USA Today - Kerry Hanson

Faith Popcorn is still percolating with EVEolution, her third book after The Popcorn Report and Clicking.

This one explores marketing to women - as in Eve, the original one. I was prepared to hate this book. It just rang too cute. All those references to EVEolve, EVEangelical, EVEsdropping. We're talking about EVEolution. Are you with me? It's a shtick.

That said, Popcorn, who runs a marketing consultancy in New York called BrainReserve is a real presence in the business world and has been for the past two decades. She is not to be dismissed lightly. She's got a roster of big-time clients that makes your head spin, ranging from BMW to IBM to Nabisco. When Popcorn speaks, they listen.

This time she has taken on the task of telling marketers how women think and how they should sell to them. Within a decade, the companies that do the best job of marketing to women will dominate every significant product and service category, she predicts.

"The way women think, act, and react is greatly impacting the culture," she writes with co-author Lys Marigold, BrainReserve's creative director for 12 years.

"Women and men are as different shop-ologically as they are biologically," the authors write.

The bottom line is that women today have economic power, and corporations and marketers who want to succeed better figure that out.

Acknowledgments ix
BrainReserve TrendBank xix
BrainReserve Glossary xxi
Introduction: EVEolution: What It Is, How It Works, Why Your Business 1
Can't Survive Without It Connecting Your Female Consumers to Each Other 17
Connects Them to Your Brand If You're Marketing to One of Her Lives 41
You're Missing All the Others If She Has to Ask, It's Too Late 79
Market to Her Peripheral Vision, and She Will See You in a Whole New Light 105
Walk, Run, Go to Her, Secure Her Loyalty Forever 133
This Generation of Women Consumers Will Lead You to the Next 153
Co-Parenting Is the Best Way to Raise a Brand 175
Everything Matters You Can't Hide Behind Your Logo 195
The Truths Can Set You Free: Revlon Reborn 219
In Conclusion: Making the World Safe for EVEolution 239
Appendix 247
Index 255