All consumers, and especially women, are attracted to companies and products that share their values. And marketing provides the best tool for demonstrating those shared values. You see this done all the time in beer commercials, where no one ever drinks alone. Beer is a magnet for good friends and good times in these spots, so people who want to have fun with their friends form associations with one brand or another. As an exercise, list the values your target audience holds dear (if you don’t know, ask), then look at ways to build your brand’s messages around those values. The results may surprise you.
