Genders-specificity has significant meaning in marketing. In many cases, the brand personality depends on it. Typically, we still associate a doll and a football with girls and boys respectively. But there are many products that are out of this classification, kind of gender-neutral. How about a laptop? Does a bottle of water have gender association? Most likely not.
However, marketers see opportunities where others don’t. How about making a gender connection to a gender-neutral product? For example, in many cultures, pink is perceived as a “female” biased color. How about making a pink laptop and transform its gender neutrality? Such a change may make certain segments of female customers to crave for these laptops. In fact, Google Trend shows that “HP pink laptop” is the most searched word among “pink laptop” brands. There are other “pink” words that are associated with these searches, although it may not necessarily imply that all of them were done by female consumers. Interestingly, many people searched for “pink elephants” as well. Most likely inspired by Disney’s Dumbo? No wonder marketers have better tools today to know what you are thinking!
Do you think such transformation will always contribute to a brand’s strength?