Business
Gender gap
Different Minds? Barcelona-based brand consultant Marisa Iturbide says marketers could improve their conversations with women.
O3b Networks raised US$1.2 billion to build its high speed Internet-based satellite network, including up to US$230 million from O3b’s largest minority stakeholder SES. The deal helps SES extend its reach into emerging markets. HSBC, ING and Dexia, among others, also back the start-up. www.o3bnetworks.com
GERMAN NETWORKING A new networking group launched for German-speakers in the Greater Region. The German-Luxembourg Economic Initiative (DLWI) aims to serve as an information exchange on doing business in the Grand Duchy, and to promote cross-border economic links. www.dlwi.lu
BCE IS MASTER
Broadcasting Center Europe has received the award of Master from Corporate Media for its production “Is it true... what they say about Luxembourg?” The series of films, made for a number of institutional partners to promote the Grand Duchy, was released early last year. www.bce.lu
SALES-LENTZ BUYS BELGIAN
Travel company Sales-Lentz has completed the purchase of Belgian family business Voyages Léonard, the largest tour operator in Wallonia. The take-over is in line with Sales-Lentz’s programme of expansion outside of the Grand Duchy. www.saleslentz.lu
38 - delano - February 2011
Brandnew
SES
SES BACKS O3B
Are men’s and women’s brains so fundamentally different from each other to warrant two distinct marketing cultures? That is the question that will be addressed during a paperJam Business Club (club.paperjam.lu) event on March 3rd , when Barcelona-based brand consultant Marisa Iturbide will present “WOMEN. Lost in translation.” In advance of her speech, Delano asked her how marketers could improve conversations with women. AG: You frequently say “consumers are playing roles.” What do you mean? MI: We are born into a social context built up around our gender that has an enormous impact on our identity and the roles we play. In other words, the social context influences who you are, how you think and what you do and gender roles strongly determine a person’s actions, feelings, lifestyles and consumption habits. Exaggerated claims of gender role differences and consistent gender-biased speech in media and advertising have been used to support [the idea] that the two sexes are better suited to different lifestyles, experiences, products and actions.
Marisa Iturbide: to engage with women, brands need to go beyond gender
AG: What are examples of “exaggerated claims?” MI: You find many examples in the roles typically assigned to women in ads. Many involve a woman’s confinement to the domestic sphere--caring for children, cleaning the house, shopping for groceries and making meals for the family or husband. Women have been portrayed as domestic providers who do not make significant decisions, are dependent on men, and are essentially sex “claims.” Ironically they also reflect the multiple roles that women have to play. AG: Is it possible for brands to reach women and men with the same message? MI: Men and women provide and respond to messages in ways that are much more similar than different. Studies underscore that men and women are basically alike in terms of personality, cognitive ability and leadership. Women’s’ language is very context and mood dependent; so are her needs and desires. Brands need to open their minds to women’s way of thinking, and build and tell stories that go beyond gender to get women to enter their conversation.