Men Are More Interested in Performance than Brand Image

October 30, 2008 at 11:24 pm | In Book Reviews, Interview, People, Personal Branding | 1 Comment

Today, I spoke with Mark Tungate, who is a UK branding expert and author.  In this interview he reveals very interesting research on how to market to men, as opposed to women.  If you’re a man reading this, some things may surprise you.  If you’re a woman, you will probably just laugh and agree with what Mark has to say.

Mark, how do you differentiate (besides the obvious) from the male and female brands when it comes to buying behavior?

Most men still dislike shopping, especially for clothes and skincare products. They do not consider it a form of entertainment. Men tend to be practical shoppers: they need a new raincoat, they go out and buy a new raincoat – and usually from the same place they got the last one. Say what you like about male consumers, but they are extremely loyal. If you keep on delivering quality, they’ll keep returning.

In fact, men are less interested in brand image than in performance. This is obviously true of cars and technology. But even when they buy an item of clothing, they want to know about the practical details: where was it made, how long will it last, is there enough room for their mobile phone, does it provide the right level of quality for the price…?

In terms of grooming products, they want to know about how they work from a scientific point of view. They like detail. With other products, men are interested in qualities like authenticity and consistency. Their main aim in life is to be respected – and above all, not to be seen buying anything that might make them look gullible or foolish. Brands know this and tend to tailor their communications accordingly.

Can you give us some background on the historical ideals of masculinity and how we can market to this group today?

Whoa, that’s a huge question – in fact, I managed to fill an entire book with the answer! But here’s something to think about: historical ideals of masculinity have always been different depending on what part of the world you come from.

For instance, it’s become clear to me that the European male has always been much more concerned with his appearance – and unashamed to be so – than the American male. The concept of the ‘dandy’ – that fragrant peacock with a fancy waistcoat and great hair – is very European. Think of the great dandies like Beau Brummell, Oscar Wilde and even David Bowie. Playing with concepts of gender and sexuality comes much more easily to us.

I would argue that the American male image is more rugged. Maybe it’s the pioneering, frontier spirit aesthetic. Look at Hollywood movies and you’re not going to find many dandies. But there are plenty of cowboys, soldiers, sportsmen and cops. Cross over to the Middle and Far East and you’ll find different archetypes again. Bodily cleanliness and purity become highly important: the rituals of bathing and grooming are linked to social status, cultural sophistication or spiritual purity.

Back here in the west, marketers have realized that men are beginning to reject the relatively recent idea that a concern for appearance is somehow suspect. The dandy is returning, in a more moderate guise. The ‘metrosexual’ was the first, rather obvious iteration of this development – clearly a marketing creation, but a step in the right direction. Now we have Jude Law in the Dunhill ads and Daniel Craig as a tough yet emotional Bond. By the way, it’s no coincidence that he wears Tom Ford – another modern dandy.

I‘ve always thought that it’s smarter to market to females instead of males because they have the decision power.  Is this true or false?

It’s a tactic that many brands have adopted. Market research shows that our wives and girlfriends choose our fragrance and very often our clothes. Or at least, that they have the final say. But several new trends are now at work. First of all, men are staying single for longer, so men with a high disposable income don’t always have a long-term partner to make their decisions for them. And there are men who’ve realised that it’s OK to take matters into their own hands.

This is partly due to the explosion of male interest media: there are far more men’s magazines than there were 30 years ago. For example, Men’s Health is one of the most popular magazines in the world. Men have discovered that competing is not only about what you know, but how you look. So they are shopping for fashion more frequently and buying more products to keep their skin looking younger. They are also much more educated about health and diet, partly because they do not want to repeat the mistakes of their parents, who have often suffered because of smoking and a poor diet.

Can you describe the male consumer with 3-5 attributes?

Cautious, self-conscious, analytical, demanding and loyal.

What are your tips for marketing products to the male brand? 

Well, I don’t have space to go into too many details, but here are a few teasers:

  • Focus on functionality
  • Confer status
  • Ensure that quality exceeds expectations
  • Service should be impeccable
  • Don’t be afraid of humor
  • A great soundtrack always helps

——
Mark Tungate is a writer and lecturer on international marketing and branding.  He is the author of several books, including the bestselling Fashion Brands: Branding Style from Armani to Zara (Kogan Page), now in its second hardback edition. His other books include Branded Male: Marketing to Men and Adland: A History of Advertising.  Mark lectures on advertising and luxury branding and has developed a reputation for entertaining yet informative talks. He is Paris correspondent of the trends forecasting service WGSN and writes for publications in both the UK and France. He is also the co-host of a weekly French TV show about advertising creativity.

10 Ways You Shouldn’t Brand Yourself in a Bad Economy

October 30, 2008 at 11:27 am | In Personal Branding, Success Strategies | 14 Comments

Everyone is writing posts on the economy and tips for beating it. I thought I would join in, but with a personal branding angle to it. Below is my top 10 list of ways you shouldn’t brand yourself during this economy, or at all really, but especially during this time. If you have more to add, please leave a comment.

1) Appear concerned that you are going to get laid off

If you think you might lose your job, you probably will. Most of your success and failure lies in your mental state. The more you think about losing your job, the more it will shine through to others that you might deserve to lose it. Those who are confident in their own abilities, skills, internal network and the future, will survive and thrive during a period of economic struggle.

2) Continue to do the same work everyday

The easiest way to lose your job is by not expanding your role and learning new skills. If you do the same tasks every single day, then the chance you will be eliminated is considerably high. Think about it, if a company no longer requires those tasks or projects to be done, then they don’t need you. The way to save yourself is to learn about more areas of your company, especially ones where you can lend support with your expertise. When this occurs, even if your current position is eliminated, you may have a bridge to an opportunity, where on-the-job training won’t be required.

3) Search for new jobs during your full-time job

Some people are in panic right now and may fear they are about to lose their current position. Instead of working harder after work to find a new job or to build their personal brand, people invest time at work to search for new jobs. This is a very bad move, not only because most companies monitor employees computers and web routines, but because you are wasting precious time that you need to do your current job. In a recession, you have to work harder to keep your job, so losing those hours will get you fired quicker.

4) Start asking people you’ve never met for favors

The worst way to network is when it’s forced. When you come off as “using” someone else or begging for favors, without giving first, you lose. It’s really that simple and I don’t care if it’s online or offline, the results you’ll get are the same. You need to build your network before you need it. If you’re desperately searching for a job, people might not even consider you an ideal candidate due to perception. Also, people don’t want to get harassed right now when they have their own problems. The best way to ask for favors right now is to go to your immediate, trusted network.

5) Focus on monetary equity and not social equity

During a recession, many people choose to focus on every penny they have. They save money, instead of spend it (of course). The issue is that you come off as “cheap,” which will hurt your brand image. Also, people divest or don’t put much energy into building social equity (relationships/strong network), but rather monetary equity. This is a problem because money can’t really get you another job if you’re laid off, but your network can.

6) Convince yourself that you have job security

No one has job security. There are just people who are better off than others. In fact, the only insurance policy you have is your network! You may even be getting laid off while you read this. The people who feel like they have job security are poorly positioned because they aren’t taking the steps needed to protect themselves and invest in their personal brands.

7) Laugh at social media and concentrate solely on your current position

Please don’t ignore the social media explosion on the internet. It is at your own peril! I know if you’re reading this you are actively engaged with social media at some level, either as a content creator or producer. Lacking social media knowledge, passion and having assets (a blog) will actually count against you in many ways.

  • First, you will lose a vital channel by which you can communicate your personal brand for free.
  • Second, you won’t have any web 2.0 personal brand equity that you can parlay into another job, transferring your brand from position A to position B.
  • Third, you won’t have an additional revenue stream to get you through the hard times.
  • Fourth, you won’t be discovered for the next big opportunity.

8 ) Work shorter hours, knowing you won’t be getting a raise

The economy is hurting everyone and really depressing people, but to try and get revenge on your company by working fewer ours is crazy. There is a 120% chance you won’t get a raise if you work shorter hours. Also, you will feel a lot less satisfied with your work and life. Your boss will notice and you will be added to the long list of people to get laid off. Don’t worry about a raise; worry about keeping your job!

9) Speak to your coworkers about how much you hate your job

You can’t trust anyone, trust me ;) . People talk and at work, where a lot of people are talking about the economy and are trying to get watch their own back, a “rat” or “unhappy worker,” will be heard and fired pretty quickly. Work environments are quite harsh, so it’s better to be quiet and let everyone else screw things up for themselves. When the pressure is on and people feel threatened, anything goes and that is VERY scary. Be smart about your interactions and let your communication work for you, rather than against.

10) Use social networks as a microphone for complaints

The worst thing you can do is vent through social networks. Social networks cater to all audiences now, so everything you share could be seen by your parents, teachers, coworkers, manager, etc. Just knowing this should make you smarter about how you participate online. If people see you as negative or annoying, they aren’t going to offer you a job and you might even lose your job because of it.

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