She is always at my side (or in the backseat of the car), protecting me from smarmy marketing schemes.  And from time to time, with the raise of a front paw and a tail pointed straight out, she makes known those businesses and marketers who are doing remarkable things to capture the heart of the female customer.

Since WonderDog has had to carry the burden lo these many years, we have brought in a new member of the WonderBranding team to train as her able assistant.  To be the Robin to WonderDog’s Batman, if you will.

Introducing Biscuit – our spunky firecracker of a Labradoodle who is already deep in training for her mission.  Penny is making sure of it.

Watch and enjoy – happy weekend, everyone!

Biscuit Training Video from Michele Miller on Vimeo.

In fact, my latest book, Unzipped, was written from the premise that “The Rule of Resemblance” – creating marketing strategies and messaging based on age, income, or zip code – no longer works. Thanks in great part to the Internet, more people than ever are connecting based not on demographics, but shared interests and value systems.

I was delighted to see that there are others out there starting to spread the word as well. Watch this 8-minute excerpt from a recent TED conference, featuring Professor Johanna Blakley of USC. She explains how social media is blowing away not only gender myths but basic demographic myths, and how women control the platform.

I’m sorry we don’t have the entire talk here, but this is a good start. I’d love to know how the professor thinks this change in thinking will affect traditional marketers. I believe it’s a ways down the road for large corporations, but small business owners who start thinking in terms of “shared values” will have an upper hand against competitors.

My Wizard of Ads partner Dave Young sent this to me, saying he thinks I could make a million bucks off of this product if I sell it on my blog.

Introducing:  THE MANSLATER: The female language translating tool.

Guys:  Thanks to the new “FemLogic” chip, you, too, can now figure out what in heck she really means when she says something.

And we haven’t forgotten you either, ladies… the video includes a version just for you.

SCROLL DOWN to watch this latest bit of wit and enjoy.

Happy viewing… and happy weekend!

The bulk of news headlines about the campaign, from The Wall Street Journal to the Detroit News, read something akin to, “Ford Targets African-American Women With New MKX Campaign.”

The interesting thing is, Ford never said that.

This is their actual statement:

“This campaign was designed to spotlight the new level of luxury, style and technology found within the 2011 Lincoln MKX,” said Shawn Lollie, Lincoln multicultural marketing manager. “We’re going to really highlight how Lincoln products are an extension of a person’s life, in this case a successful African-American woman’s.”

I love that Ford is making a strong commitment to the women’s market. This first ad tells an impressive story – combined with strong elements of persuasion and insight into a woman’s internal values – that just happens to feature a successful African-American woman.

It will be interesting to watch this series of ads unfold, and I’m eager to see the other stories Ford tells, from different cultural perspectives.

From cars to marketing, Ford is doing many things right these days – it’s nice to be excited for an American car company again.

Here’s their take on the Old Spice Guy commercial, featuring the always lovable, grammatically-challenged Grover.

Don’t you think this is the way we should start every Monday?

I’m off to take care of some business travel and slaying of dragons till the weekend – have a great week!

(Hat tip to Tim Miles over at The Daily Blur for the video)

Need a little something to get you in the mood?

Check out this terrific montage of the most memorable dance moments on film.  It’s sure to get you up and movin’.

Oh.  What does this have to do with marketing to women?

Well, watch the video. 

Note the energy in your soul and the joy in your heart. 

THAT is what your customer should feel like when she does business with you.



(Keep scrolling down to the get the full-size video)

I’m kidding… sort of.  Holly Buchanan often makes a point of showing where financial planning companies fail in the commercials they create featuring  senior citizen couples.  The reality is that, at the end of their lives, many women are single, widowed, or divorced.

One of my favorite routines by Alan King, “He Is Survived By…” makes that very point.  Watch it to the very end for one of the best laughs of the week.

Somehow, I have a feeling Lady Gaga may have seen this at some point.

The comments of the narrator (ooooh, swish!) are truly entertaining.

And for you guys out there, you’re not left out.  Looks like the predictions were just a few years off with the MC Hammer pants, but they did get it right with all the pockets needed for tech gadgets (and candies for cuties!).

Have a great weekend, everyone.

The Dove Body Wash for Men commercial was one of the most popular of the Super Bowl XLIV ads.  But not long after, Old Spice introduced its own body wash for men and the commercial was so powerful, it went viral.

Lest you think body wash sales are miniscule, consider this:  body wash is a $757 million market, and in 2009 surpassed bar soap sales.

Is there room for numerous competitors?  Certainly, and we need to watch how each company lays out its strategy and continued messaging.  But out of the gate – comparing Dove to Old Spice – I see a definite leader.

You know how much I love Dove.  But this time around, my hat is tipped to Old Spice.

Watch each ad, then I’ll tell you why.











The Dove ad is creative and gets your attention.  It uses a softer communication style, which would be fine if the ad was aimed at women.  Instead it speaks directly to men, (especially at the end).  It’s telling men that they deserve their own body wash, and that it’s time to “be comfortable in your own skin.”  A feminine approach – one that will definitely work for some consumers (male and female).  But it’s not talking to (or hitting the emotional buttons of) the major body wash consumer:  women.



The Old Spice ad is not only creative (with a script that many people have memorized), it does something fascinating – it uses male communication style to speak directly to women. Short sentences.  Copy that says, “Ladies, your man may not look like me, but he can smell like me.  And that’s the next best thing.”  And, as my partner Roy H. Williams says, the copy is written in the imperative voice, commanding viewers to buy Old Spice body wash.  It speaks directly to heart and mind of the body wash consumer (not to mention the guy is pretty easy on the eyes, as well), especially the Sorceress.



It’s another example of how male communication style can be used effectively to grab market share with female consumers.  And when women buy, men are sure to follow.  Old Spice has been around forever (remember this ad?) – bravo for bringing an old-fashioned brand back to life.

Proctor & Gamble has taken the “proud sponsor of the Olympics” commercial and elevated it to a whole new level.

It’s an excellent example of “show, don’t tell.”  P&G can afford to do this general type of branding ad because of all the years they’ve spent hammering away at product ads, but it’s still powerful, and I can guarantee you it touched the hearts of many moms out there.