National Brand Consultancy Launched to Help Connect With Women.

Prerogative, a national brand consultancy that helps companies connect more effectively with female consumers, was officially being launched, it was announced by Cindy Maude, owner and CEO of Prerogative and its parent company, Callahan Creek, Inc.

Women are responsible for more than 83 percent of all purchases. More than 90 percent of all homes, home furnishings and vacations are purchased or influenced by women. Females account for 50 percent of the $30.2 billion dollar hardware industry, and they buy 68 percent of all new cars sold in the United States. More than 40 million women watch professional football on an average weekend, and 70 percent of all NFL-licensed merchandise is purchased by women. And yet, most advertising still speaks the language of men . . . Until now.

“We have been studying the power and influence of women for a long time, and the numbers are amazing,” Maude told broadcaster Pat Summerall, in an interview for Summerall Success Stories, which aired on the FOX News Channel September 4.

“Segmentation models, based on an analysis by the market research firm Yankelovich Partners for Prerogative, highlight the importance of effective communication with this powerful consumer group. Yet, according to Yankelovich, female consumers find the majority of current advertising ‘boring,’ and for the most part believe that women are simply not understood by marketers.”

“Those companies that do the most effective job in communicating with women will dominate every significant product and service in their category,” said Maude.

“A woman’s needs are different from a man’s, whether you are selling toothpaste or financial services,” said Maude. “And, her needs and desires today are very different than they were 15 years ago. It is simply no longer adequate to only segment within a target audience. Successful companies today must look for new and deeper ways to find distinct insights and differences between male and female customers within each defined segment.”

“In my dealings with Prerogative, I’ve been very impressed with the level of knowledge, enthusiasm and vision. It is more critical every day for companies to fully understand how to reach the female consumer, and that need grows stronger every day,” said Susan Willett Bird, Founder and Chief Futurist, Women.future.

“Prerogative uses anthropologically-based disciplines such as ethnography, linguistics and non-traditional focus groups, along with quantitative research,” said Maude. “We ask relevant questions to examine how women perceive a company’s brand, and then design new strategies to improve and evolve the total brand experience in order to build committed, happy and passionate female customers.”