Mark Tungate explores how to market to the elusive, desirable male demographic by following a fictitious young businessman throughout his day. This glimpse of how a prototype male engages with different brands indicates what men generally look for in a product and how to reach them with your marketing. Tungate explores several consumer categories, including grooming, fashion, travel, cars and sex. Curiously, much of his book is off-point, yet his writing detours are appealing and enlightening. For instance, he has a proclivity for outlining the history of various brands, but declines to explain what marketing avenues these labels traveled on the road to branding success. Instead, he brings the subject back on-point by including a helpful “branding toolkit” at the conclusion of each chapter. Although other positioning books might prove more practical, getAbstract suggests that marketers and brand managers will find Tungate’s meandering, evocative anecdotal approach more enjoyable.
In this summary, you will learn
- How men’s shopping and consumer habits differ from women’s;
- What marketing vehicles you can use to reach the male demographic; and
- How to shape your messages to appeal to the male market.
About the Author
French journalist Mark Tungate wrote the bestseller Fashion Brands.