When Silverstein and his BCG colleagues asked 12,000 women in 22 countries about her “favorite brands,” here are the ones that got the most mentions, in order: Nike (NKE), Apple (AAPL), Sony (SNE), and Banana Republic and its retail sister, Gap (GPS). After those came Adidas (ADDDF), Target (TGT), and Dove (UL).
Investment companies and banks and automakers, Silverstein says, don’t stand a chance in this “favorite brand” tally because women, the BCG research shows, say those businesses don’t understand their needs. “The providers effectively diss women,” Silverstein says.
Hmm, I would add that financial firms and car companies often confuse customers more than simplify. They complicate their offerings. Nike, Apple and the other favorites score because their pitches are clear and direct, even when the products are complex.
And what do women want more of most of all? Time.
That, we all could’ve guessed!
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