BLOG 05.23.13

Two of the most compelling pieces in the current issue of Anthem Sightings focus on gender-based marketing. “Men in Beards and Women in Black” talks about current trends that involve men expressing a more traditional manliness without being macho, and women expressing their growing power and influence with the confidence it deserves.

“Crossing the Gender Divide” looks at gender-based marketing from the perspective of brands that are creating extensions that cross the divide, such as Axe products for women and Dove for men.

Together the stories remind us that in most modern cultures, gender roles and perceptions are always shifting and often blurring – and that marketers need to be both alert to this and assertive in response, to ensure their brands are relevant and exciting.

Anthem Sightings is a free quarterly publication on the intersection of branding, design and society published by Anthem Worldwide, a Schawk, Inc. brand development agency. Download the current issue now.