Rating: 
Summary: Eliminate Stalled Marketing Thinking -- Become Irresistible
Review: 7 Stars *******I am a big Faith Popcorn fan. That led me to go into reading this book with high expectations. What a great deal it was to have those expectations well exceeded! Tom Peters first raised the theme of this book in his book, The Circle of Innovation. The vast bulk of most consumer purchases are either made or strongly influenced by women. Stop marketing generally, and be sure you marketing is gender friendly in the broadest sense. But Tom, as a man, could only take that point so far. Faith Popcorn has really explained it very well. She has identified 8 key principles: (1) Women link (the marketer's job is to make that easier for women -- witness the success of women-only Web sites) (2) Serve all of a woman's needs, not just the ones she has part of the day (if she needs convenient ordering, be sure to offer everything she wants to buy conveniently -- take-out foods for all meals) (3) Women want their needs anticipated (if she has to tell you what she wants, it's all over -- lots of work, stress, home responsibilities and money mean that home spas are doing well) (4) Use the indirect approach (women prefer to notice things on their own and apply them, rather than getting a direct, hard sell -- women notice institutional appliances in great restaurants and put them into their own kitchens) (5) Go to her and make it easy (witness the success of at-home direct selling) (6) Sell one generation of women, and you get the next as well (see how children now dress like adults at a very young age, because Mom and daughter want to look like each other) (7) Take on a role as a trustworthy adult to help women, and they will link with your brand (GE Financial Assurance provides a mentor role for women entrepreneurs) (8) All the details matter (organic foods are taking off because they are healthier, even though very expensive). As interesting as these points are, Faith Popcorn also deserves praise for the superb way she explains her ideas. In the beginning of the book, she has one example of each concept. Then there is a chapter on each principle. The chapter has many examples, and finalizes with one thorough one drawn from her consulting experience. Then, to be sure you've got the point, she takes well-known brands in each chapter and points out what they are NOT doing that they should be. The crowning glory is a chapter on all of the things that Ron Perelman and Revlon are doing wrong, and compares it with how the brand was run originally. Faith couldn't find much of anything she likes about the Revlon approach. As a matter of fact, the company has done poorly. But, at a broader level, this book is also about marketing in the 21st century. Although the focus of the book is women, those who market to men will often benefit from following the same advice. Saturn, a role model she describes, is not just appealing to women. Men like to be treated like people, too, when they buy a car. As a loyal Saturn owner, I know the approach worked well with me. I can hardly wait for her next book! Have a great time as marketers begin to apply these principles, providing a better consumer experience for customers and more business success for their companies. One trend she did not explicitly address are the many consumer goods companies that are converting to having mostly women in product design and marketing. That should help, too.
Rating: 
Summary: Stale Popcorn
Review: As a woman (and businesswoman), I considered this book offensive. To say I bond with the brands I buy is laughable. I buy products (not brands) for what they can do for me, not what they sell to me. I do not "bond" with them emotionally. And I do not look to them to solve life's problems. Example: The authors tout the idea that the makers of a diet cookie can somehow improve the bonds between mothers and daughters by holding seminars under that cookie's banner. It is a sad day when mother/daughter relationships are facilitated by blatant marketing. This book is wrong-headed and wrong-hearted. End of story.
Rating:
Summary: What A Treat!
Review: Both my wife and I are consultants working with companies to help them find their proper niches in their potential marketplaces. I wish that EVEolution had been available to us over the years. My wife primarily has been involved in working with Creative Cakery, a women-owned specialty bakery in Long Beach, CA. Everything that has made them successful over the years (they have grown from one shop to seven through a franchise program) is discussed in EVEolution. In fact, the best lessons might be those that helped us understand why some concepts weren't working well! We find, too, that for the best present you can give to any person, woman or man, this is it! What a small price to pay to receive so much help!
Rating:
Summary: All About EVE
Review: By far and away the best business book of the year thus far, with no competition on the horizon. While most so-called experts simply offer warmed-over facts, Faith's take on the female market is bracingly fresh and so accurate that your mouth drops open as you mutter "why didn't anybody tell me this before." Each page has enough insights to change your business for the better. You know that new CBS show "Survivor" Well if there was a business version, EVEolution is what I'd want with me.
Rating: 
Summary: <Supplement With Execution>
Review: enjoyed the breezy read, Faith has interesting points to raise in her latest book. As one of the leading female communicators, she's intuitive, appropriately simple in her explanations, and uhhhhhhh, never mind. Plus you won't find another book like this on the market, <gasp, a monopoly> <Tired, Wired, Soon as I'm Hired, I'm Fired> Cop It. MB.
Rating:
Summary: Spin over substance
Review: EVEolution is a case of spin over substance. Popcorn and Marigold's incessant jargon creation (FutureScape, TrendProbe, SocioQuake, EVEsdropping) rob their ideas of any real power. Once past the packaging, it quickly becomes clear that EVEolution is built on a shaky assumption. Popcorn and Marigold argue that "Women don't buy brands; they join them." While some of the techniques described in the book are innovative and even interesting, they ignore the simple fact that women are smart enough to know the difference between an invitation to "join" and a sales pitch.
Rating:
Summary: I wish I'd thought of this!
Review: Every woman should know recognize the material in this book, as WE live it. I did find it a useful tool, and have incorporated its wisdom in my business which works primarily with women.
Rating:
Summary: Great Book for those that enjoy demographics and future idea
Review: Faith has written another great book. I have read her other two, and some of the concepts seem like they could never happen. Such ideas as while you sleep the pillow analyzing your dream content and knowing what kind of day you will be having; analyzing from your pillow what vitamins your system needs and what meals should be prepared. This is a very interesting book, and one that makes allot of sence. Women do need to be marketed differently than how our society currently markets to everyone the same way. She has done a great job in presenting the "8 truths of marketing to women"
Rating:
Summary: A must for all business entrepreneurs!
Review: Faith Popcorn has really hit a mark! I have my own business and the lessons I have learned in EVEolution,common sense and practical advise combined with thought provoking insight to marketing and business , will take any business beyond where they are and take them to where they need to be. Consumers will enjoy understanding why they prefer one brand to another and how they are being marketed to. EVEolution will be a known reference guide for years to come!
Rating:
Summary: Timely Truths
Review: Faith Popcorn triumphs once again with her revolutionary new book, EVEolution. Brilliant and witty, Faith Popcorn and Lys Marigold masterfully explore corporate America's need to wake up to the importance of female marketing and positioning. I was lucky enough to have a copy of EVEolution when designing my own company's marketing strategy. EVEolution is forward thinking and distinct. Don't leave the office without it!
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