Abstract:

Marketing, communication, sales and other aspects of brand-related actions are strongly based on a rarely challenged dichotomy: for females versus for males. Gender differences are permanently embedded in brand strategies, to the extent that this dichotomy is seldom questioned. Despite discourses on individualism and inclusiveness, marketers often develop, design and communicate products and services as either for men or for women. It seems easier to follow this dichotomy, creating a structured, simple and seemingly safe world. However, do we lose valuable perspectives if we only see reality in black and white? This paper invites you to think outside the box and explore what awaits beyond this binary perspective.