The way brands talk to mothers has changed dramatically over
recent years, mostly - but not always - for the better. While there
are an enlightened few that have recognised the role of mum, and
the brands she chooses in the modern family, others are still
woefully outdated in their thinking. So what are the most common
mistakes, and what are the best strategies?
To investigate the answers to these
questions, I was fortunate enough to spend an hour with Flamingo
CEO Kirsty Fuller just a few days after the global brand
consultancy had presented an event dedicated to mums and marketing,
the title of which I've borrowed for my introduction. Kirsty's
insights are complemented with a selection of mother and family
orientated case studies from the Cream case study
Download the full report here.
(Thanks to Peter Rivera for the cover
image, and Kate Bush for the title.)