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Professor Jill Avery Quoted in Advertising Age

Professor Jill Avery  was quoted in the Advertising Age article "Gender-Bending Brands an Easy Way to Increase Product Reach." In the article Professor Avery states: "When most companies look at this strategy, they see the short-term gain, marketers have to be really aware of the ways in which consumers use their brands…Some brands we don't use as much for identity, but certain ones we use to enact our gender -- to be a woman or be a man -- so that's where gender-bending becomes particularly dangerous." "In the current economy, I think people are going to be going after those short-term gains more and more."

To read the full article: click here.

Post Date: March 10, 2009 | Posted By: Kerri Brophy
Post Category: MBA;SOM News;Undergraduate Management
Professor Jill Avery was quoted in the Advertising Age article "Gender-Bending Brands an Easy Way to Increase Product Reach." In the article Professor Avery states: "When most companies look at this strategy, they see the short-term gain, marketers have to be really aware of the ways in which consumers use their brands…Some brands we don't use as much for identity, but certain ones we use to enact our gender -- to be a woman or be a man -- so that's where gender-bending becomes particularly dangerous." "In the current economy, I think people are going to be going after those short-term gains more and more."Professor Jill Avery Quoted in Advertising Age

 

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