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Branded Male: Marketing to Men

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Branded Male: Marketing to Men

(3 customer reviews)

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0749450118N

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Branded Male discusses the evolution of the male consumer and the efforts of marketers to tap into the underdeveloped male market. Using a typical modern male's weekday as a template, the book considers all the opportunities for marketing to him and the best ways to exploit these opportunities. Through this template, Branded Male examines male-centered branding in areas as diverse as cars, restaurants, technology, fashion & grooming, bars, gyms and books. Tungate also traces the evolution of the male consumer over the course of the past years, providing insight into how marketing experts have successfully targeted men.

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Product Details

Author:	Mark Tungate
Hardcover:	256 pages
Publisher:	Kogan Page
Publication Date:	April 28, 2008
Language:	English
ISBN:	0749450118
Product Length:	9.42 inches
Product Width:	6.32 inches
Product Height:	0.86 inches
Product Weight:	1.35 pounds
Package Length:	9.13 inches
Package Width:	5.91 inches
Package Height:	0.94 inches
Package Weight:	1.32 pounds
Average Customer Rating:	based on 3 reviews

Customer Reviews

Average Customer Review: 4.5

( 3 customer reviews )
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Most Helpful Customer Reviews

1 of 1 found the following review helpful:

Outstanding Book Packed With Info Jul 29, 2008 By Mel Odom
I have to admit, I'm one of those tough sells Mark Tungate writes about in BRANDED MALE: MARKETING TO MEN. I hate shopping and see it only as an evil necessity. I don't buy trendy, and I hate the whole corporate look because I'll never look like the models that parade around in that attire.

Women have a rougher go of it than men do because our society pushes them into constant upgrades. Men tend to roll along stuck at whatever pinnacle they reached shortly after graduating high school. Generally men buy clothes when they gain weight (of course, the clothes are SHRINKING in the dryer), ruin a favorite shirt, or run out of necessities like tee shirts, socks, and underwear due to attrition. Most men have shirts that have birthdays and anniversaries.

Tungate addresses all these issues in a much more elegant manner than I have here, but I think I've summed up his approach. While shopping for clothing or toiletries is a social experience for most women, giving them the chance to catch up on life stories as well as get a supporting vote for a new and daring purchase, men don't gather like that. I've seen men gather to buy shotguns, and generally they go for a two for one to buy a his and his, bass boats, or golf equipment. Even that doesn't require accompaniment, though. Guys just get together after the initial purchase and ogle each others' goods.

I approached Tungate's BRANDED MALE: MARKETING TO MEN with more curiosity than interest. I like to speculate on what markets are going to open up and how advertisers are going to address them. Being a self-employed novelist, I pay a lot of attention to emerging technology, consumer paradigm shifts, and marketing.

Tungate's tour de force covers clothing, cosmestics, grooming, cars, periodicals and books (which offered me some insights I hadn't considered before and found very interesting), and sex. I thought most of it seemed Euro-centric to a degree, or maybe East Coast here in the United States, but it was intensely readable.

I love history, and Tungate brings a lot of history into the book that I didn't expect. I found the marketing aspect interesting, but I was more taken with the history that he delivers. These manifested as brief snippets laced throughout the text that anchored the points he made and allowed me to better understand what he was saying. I'll bet most readers that pick this book up will experience the same thing.

I actually planned to allow myself time to read a chapter a day, basically covering each of the topics Tungate proposes. Instead, I was sucked in by the writing and compelled to keep turning pages. I hadn't expected to be as captivated by the subject as I was (after all, I am male and we have short attention spans and tend not to over think dress and style).

As a novelist by trade, I found a lot of information in the book that I plan on using in my writing. I know I've read a good book when it finds a place on my shelf (and I've got limited space at this point). BRANDED MALE: MARKETING TO MEN is a great, fun read with plenty of information and marketing tips. The text is broken up into a modified block format (each paragraph has a double-space between it that allows plenty of white space) and that layout actually made the book even easier to read.

If you're interested in marketing, or understanding your husband's reluctance to go shopping even when he needs to, Tungate explains some of what's going on. Anyone that's read Alissa Quart's book BRANDED: THE BUYING AND SELLING OF TEENAGERS will enjoy this one as a follow-up. And if you haven't read Quart's book, you're in for two books that are definite eye-openers.

1 of 1 found the following review helpful:

Understanding How to Market to Men Apr 26, 2008 By Thomas Scotti
If you are in the business of selling products and/or services to men, you should be reading this book. This is one of best books that helps you understand the man of today. What he wants and where he wants to get it from. I found it very helpful when developing my marketing plans for 2008. Highly recommend this book to business owners, salesmen and marketers of men's products and services.

How to Aim Marketing at Men Dec 19, 2008 By Rolf Dobelli "getAbstract"
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.