4. Market to her peripheral vision and she will see you in a whole new light. Women are attentive to small details men miss. They will go out and shop for that suit they saw on Diane Sawyer last night while watching news. Starbucks is one company that is EVEolved all around. The female customer can enjoy her coffee in a bright, clean place with a well-stocked restroom (a must if you want to attract women) and she can purchase in-house music on CD or a cookie for her toddler in tow. Work on subtle details surrounding your brand, store music, way your menu is designed, uniforms of your waitresses or sales representatives. She will more likely notice these things than if you assault her with aggressive advertising or bothersome phone calls. .

5. Walk, run, go to her, secure her loyalty forever. The Avon lady was just first step. She was born in an age when women stayed at home because they were mainly housewives. Today, women don’t want to make that extra trip to grocery or salon because they are simply exhausted. If you can provide her quality service at home, at times when she is at home, your brand will be indispensable. Why not supply her groceries on a monthly basis? Go to her, because frankly, she doesn’t have time to go looking for you.

6. This generation of women consumers will lead you to next. Practice brand-me-down approach. The detergent a woman uses is most likely brand her mother always used. Household names are what they are because women run household. In Asian markets where family ties are strong, brand-me-down approach will definitely sell. Attaching a brand to name Mother will have a strong identification with quality and trust. Hold mother’s day events or family day events and strengthen your commitment to her.

7. Co-parenting is best way to raise a brand. Ask her how she feels, what colors she prefers, how does she think she can be served best? When was last time you asked her for feedback and actually responded by redesigning your product?

8. Everything matters – you can’t hide behind your logo. Women look for integrity in a brand. From way you treat your employees, your CEO’s personal life, to issues like animal testing, environmentally sound practices, and raw materials sourcing. You need to walk your talk and back up your claim. Women don’t simply look for value in a brand. They look for Values.

By: Regine P. Azurin and Yvette Pantilla http://www.bizsum.com "A Lot Of Great Books....Too Little Time To Read" Free Book Summaries Of Latest Bestsellers for Busy Executives and Entrepreneurs Mailto: freearticle@bizsum.com

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I have always wanted a tiara just because. I never realized that having one would teach me so many lessons. I thought it would be funny to wear one in public, but what I realized is that being different isn't always amusing. Standing out is uncomfortable. People say and do strange things when we are not like them and it isn't always pleasant. Wearing a tiara has made me realize how difficult it is to be ourselves because we have so many outside influences expecting us to fit in and be "normal."

Thanks to my tiara training, I have begun to look at differences in a whole new light. While dining out for lunch, I noticed a woman sitting next to me. She was in her 50's and had brightest pink hair I had ever seen. Instead of making any kind of judgment about her, I simply found it amusing and went on. I noticed other people staring at her and a few even made comments, but she went on with her lunch and didn't respond. She was living her life way she wanted not worrying about what others were thinking.

Wearing a tiara has taught me that being who I am is most difficult thing I will ever have to do. It is something that takes courage, self-esteem and a thick skin. However, I am also realizing that to be anything less than who I came here to be is so much more painful. The number one lesson I have learned is to simply, "be yourself."