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CEO of business strategy firm Female Factor, nobody is better placed than Bridget Brennan to explain the customer service women want and how to gain their loyalty. Her ideas on marketing strategies appealing to women are featured in her book Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers, which the Wall Street Journal described as “essential reading" and Fortune Small Business said is “required reading for anyone burdened with a Y chromosome." Brennan's expertise in the application of gender psychology to marketing communications gained her the US Public Relations Agency Practitioner of the Year award from PR NEWS, amongst many other honors.

Brennan has served Northwestern University's Graduate Program in Marketing Communications in the Medill School as an instructor, and also been invited to lecture at the Kellogg School of Management, the #1 business school in the USA. Industry conferences across the globe have invited her to share her expertise, and she serves on the Forbes Executive Women's Advisory Board.

Before she founded the Female Factor, Brennan took charge of the consumer marketing practice at Edelman's Zeno Group, where she created the Speaking Female division. She is a member of the Network of Executive Women and the National Speakers Association and also a founder of the Marketing to Moms Coalition. As an ad agency executive, her clients included, amongst others, Whirlpool Corporation, Johnson & Johnson, Pizza Hut, Colgate-Palmolive, United Airlines and AT&T.

Full Profile

The Female Factor

Bridget Brennan is a pioneer in developing business strategies that appeal to women, the world′s most powerful consumers. She is the CEO of business strategy firm Female Factor, and author of the acclaimed book Why She Buys: The New Strategy for Reaching the World′s Most Powerful Consumers (Crown Business, July 2009). Her book was called “essential reading” by The Wall Street Journal and “required reading for anyone burdened with a Y chromosome” by Fortune Small Business. It was named a “Top 10 Marketing Book of 2009″ by MediaTrust. A recipient of numerous industry awards, Brennan was named U.S. Public Relations Agency Practitioner of the Year by PR NEWS for her work in applying gender psychology to communications.

She has served as an instructor at Northwestern University′s Graduate Program in Marketing Communications in the Medill School, and has guest lectured at the Kellogg School of Management, the top-ranked business school in the U.S., and at industry conferences worldwide. She is a member of the Forbes Executive Women′s Advisory Board.

Brennan developed her expertise as an agency executive, creating programs for major clients such as Whirlpool Corporation, Johnson & Johnson, Pizza Hut, Colgate-Palmolive, United Airlines and AT&T, among others. Previous to founding Female Factor, Brennan ran the consumer marketing practice of Edelman’s Zeno Group, and founded that agency’s Speaking Female division. She is a founder of the Marketing to Moms Coalition, a member of the Network of Executive Women and the National Speakers Association. A graduate of Texas A&M University, Brennan is based in Chicago.


Bridget Brennan Speaker Videos Back to top

Speech Demo


Bridget Brennan explains what is actually happening when a female customer enters the retail environment. She says, “When a woman goes shopping, she is looking out for other people's wants and needs, and this really impacts how she makes purchasing decisions."

Explaining how companies will have to change if they are truly to maximize the power of their marketing to women, Brennan says, “I am here to propose to you a new lens for looking your business. The new lens is looking at everything you do through the lens of gender."

Detailing why addressing marketing to women is so important, she says, “But the reason we're here talking about women is the sheer volume of purchases made by women. Women are responsible for between 70 and 80% of all consumer purchasing. Men can be looking at the exact same product and be judging it by completely different criteria."


Speeches / Speaking Engagements Back to top


Bridget Brennan offers a series of fascinating programs examining the ways in which marketers can reach the world's most powerful consumers who buy nearly 80% of all consumer products: women. She provides essential strategy tips for understanding the way women's minds work and what they actually want.

Brennan explains that studying the female market should be done with just as much care as a company would study a foreign market they were about to enter. She details just how women make purchasing decisions, and what appeals and what repels. In the field of customer service she teaches participants how to refine their offer so that it particularly appeals to women and gains their loyalty.

Brennan also offers programs on diversity, discussing gender communication in the workplace. She can teach audiences how better to communicate with co-workers, bosses and subordinates of the opposite sex in order to create a more harmonious workplace.

Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers
Women are the engine of the global economy and buy nearly 80% of all consumer products. They hold the purse strings, and when they’ve got a tight grip on them as they do now, companies must be shrewder than ever to win them over. Just when executives have mastered becoming technology literate, they find there’s another skill they need: becoming female literate. This isn′t always easy. In a lively presentation based on her acclaimed book (called “essential reading” by The Wall Street Journal), Brennan educates audiences on the fundamentals of gender psychology, and the global trends driving women’s purchasing decisions. She provides a roadmap for businesses on how to evaluate sales, marketing, branding and product design from a female perspective. Topics include:

  • How women grow up within a culture of their own gender that impacts how they perceive the world and everything in it
  • How women′s brains differ from men′s, and why they may notice aspects of your products, marketing campaigns or sales environment that you might have overlooked
  • The six most important trends driving the global female population that are key to determining their wants and needs
  • How to see the world through a female lens

Cracking the Code: Seeing the World through a Female Filter
Gender is the most powerful determinant of how a person views the world and everything in it. While there are mountains of research done every year segmenting consumers and analyzing why they buy, more often than not it doesn’t factor in the one piece of information that trumps them all: the sex of the buyer. Understanding that women are females first and consumers second is crucial to bridging the gender divide and capturing the business of the world’s most powerful consumers. Topics include:

  • Techniques for studying women with the same intensity that a foreign market requires
  • Best-in-class case studies: how the brightest companies have cracked the female code (and horror stories about those that haven’t)
  • The female fundamentals that never change, no matter how often the media does
  • The blueprint that helps determine whether your products and programs are female friendly

How She Buys: Sales Techniques for Tough Economic Times
No matter how many times a woman sees an ad, or how much research she’s conducted online, the critical purchasing moment often comes down to that “last three feet of the sale.” This is when she’s standing in front of a shelf or talking directly to a salesperson, trying to decide what to buy. It’s in this moment that mistakes are frequently made and sales are lost, simply because women have different expectations of the sales process than men do. In this session, Brennan teaches audiences how women make purchasing decisions and respond to sales pitches and retail environments. Participants learn female-focused techniques to help increase closing rates. This presentation is also available in a business-to-business module. Topics include:

  • How women view the sales process differently from men, and what this means to your sales pitch
  • How to develop appropriate body language and eye contact techniques
  • Follow-up methods that resonate with women buyers
  • How to leverage service as your most powerful advantage

Pink is Not a Strategy: Marketing to Women
Marketing, and especially advertising, it’s most glamorous representation, is where a company’s insights about women are most vividly on display. In this engaging educational session, Brennan explores how gender differences impact brand preferences and marketing responses. She teaches audiences how to generate the kind of powerful insights that make a difference to campaigns targeting women. Audiences are taught that no matter how complex the marketing function becomes, or how cluttered the media environment is, there are still only two sexes on the receiving end of a marketing message. Understanding the one that does most of the buying is critical. Topics include:

  • The fundamental difference between sex appeal and gender appeal, and how to leverage these insights when conducting research
  • How to craft a marketing strategy through a female lens
  • The key to appealing to women without alienating men
  • Why your budget can be small if you’re willing to think big

Delivering Customer Service with Female Appeal
Customer service is often forgotten in the thrill of the hunt for customers. Once a customer is snagged, the wooing is over and the relationship – in the form of customer loyalty – often fizzles out. Rants about poor customer service fill conversations everywhere, and the Web has helped make these feelings public. The fact that customer service is a consumer hot button also makes it a major opportunity for differentiation. In their role as “Chief Purchasing Officers” of the home, women interact with customer-service personnel more than anyone else. In this lively session, participants will learn how to implement customer-service policies and techniques with female appeal. Topics covered include:

  • How women’s notions of fairness impact their view of the customer-service experience
  • The psychology behind the white-hot rage generated by automation and voice-recognition systems
  • Why it’s not what you say, it’s how you say it
  • Why customer service is simply marketing in disguise

He Said, She Said, Who Said What?
Gender Communication in the Workplace (Diversity Issue)

In this enlightening presentation, Brennan discusses the most common differences in male and female communication styles at work. Audiences will learn valuable techniques for making themselves better understood to co-workers, bosses and subordinates of the opposite gender. The goal of the session is to help bridge the gender gap at the office and achieve better workplace harmony. A special emphasis is placed on the language of performance reviews. These sessions achieve the best results when both men and women are in attendance. Topics covered include:

  • When NOT to say you’re sorry
  • Simple techniques for using more direct speech
  • Why the ability to accept compliments is critical to a career
  • Why it’s okay to say “I” instead of “We”


Bridget Brennan Speaker Testimonials Back to top

    “Way more than a Rock Star - She is the Whole Rock Band."
    " Bridget is an outstanding speaker, high energy and engaging throughout her presentation. Bridget′s messages are appealing for a variety of audiences. And she is cross-cultural - her message resonated strongly among Mexican audiences from Company Presidents to Top CGS CMO′s."
    Carola Cruz,
    Accenture

    "Bridget is the kind of speaker that you dream of hiring when you plan an event. She educates audiences about an important topic - women - in the most engaging and entertaining way imaginable. I have worked with Bridget on two different events and each time she has left her audiences buzzing and asking for more."
    Kelly Muno,
    Senior HR Manager, Procter and Gamble,
    Network of Executive Women

    "Bridget hit a home run for us as the keynote speaker for our conference. She earned the highest score we′ve ever had for a speaker, and most importantly, she brought a fresh, new voice to our industry. Her talk was compelling, insightful and entertaining. She opened our industry′s eyes to the importance of focusing on female consumers."
    David Perry,
    Executive Editor, Furniture Today

    "Any company that depends on women customers should talk to Bridget."
    Eric Elder,
    Senior Vice President, Marketing Communications, The Ryland Group and Ryland Homes

    "Bridget kept our attendees rapt for the duration of her keynote by getting to the heart of marketing to women. Her entertaining and informative observations helped many in our industry quickly identify what they are doing right and what they are doing wrong. Her research applies to any industry, but she diligently researched natural products brands prior to her appearance and made things “click” for our audience. I’ll recommend Bridget for any audience looking to get it right from the digital shelf to the store shelf!"
    Jody Mason,
    Conference Manager, Natural Products Expo West

    "If you′re looking for a corporate speaker who can raise your awareness, entertain, and capture the attention of a demanding, co-ed audience, then look no further than Bridget Brennan. She delivers the goods and leaves the audience in agreement with her message."
    Richard Bellas,
    Vice President, Global Procurement, Advertising, Marketing, Media & POS, PepsiCo

    “Bridget is the real deal, and a genuine leader in the field of marketing to women. She’s an engaging speaker who inspired and enlightened our employees by giving them new ways to look at our target audience. Her enthusiasm is infectious and empowering, and you can take her advice to the bank.”
    Rob Matteucci,
    former Chief Executive Officer, Evenflo Company

    “Bridget Brennan did an outstanding job as the Moderator at our recent Southern California Network of Executive Women′s event. She thoroughly engaged the 350 attendees with her quick wit and enthusiastic energy. The audience and the Panelists were thrilled with the evening′s results. She was also a joy to work with, and I would highly recommend her for any Moderator or Key Note Speaker engagement."
    Bridget Prince,
    Nestlé USA

    “Bridget Brennan is a captivating speaker! She participated in a seminar-discussion organized by the French Trade Commission-Ubifrance in New York in 2010 and the audience hung on to her every word. She presents a subject matter which is thoroughly interesting and engages the audience with her gestures, inflections, anecdotes and facts!"
    Sara Harris,
    Director Design & Décor, French Trade Commission-Ubifrance




* Please note that while this speaker’s specific speaking fee falls within the range posted above (for Continental U.S. based events), fees are subject to change. For current fee information or international event fees (which are generally 50-75% more than U.S based event fees), please contact us.

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    “Way more than a Rock Star - She is the Whole Rock Band."
    " Bridget is an outstanding speaker, high energy and engaging throughout her presentation. Bridget′s messages are appealing for a variety of audiences. And she is cross-cultural - her message resonated strongly among Mexican audiences from Company Presidents to Top CGS CMO′s."
    Carola Cruz,
    Accenture

    "Bridget is the kind of speaker that you dream of hiring when you plan an event. She educates audiences about an important topic - women - in the most engaging and entertaining way imaginable. I have worked with Bridget on two different events and each time she has left her audiences buzzing and asking for more."
    Kelly Muno,
    Senior HR Manager, Procter and Gamble,
    Network of Executive Women

    "Bridget hit a home run for us as the keynote speaker for our conference. She earned the highest score we′ve ever had for a speaker, and most importantly, she brought a fresh, new voice to our industry. Her talk was compelling, insightful and entertaining. She opened our industry′s eyes to the importance of focusing on female consumers."
    David Perry,
    Executive Editor, Furniture Today

    "Any company that depends on women customers should talk to Bridget."
    Eric Elder,
    Senior Vice President, Marketing Communications, The Ryland Group and Ryland Homes

    "Bridget kept our attendees rapt for the duration of her keynote by getting to the heart of marketing to women. Her entertaining and informative observations helped many in our industry quickly identify what they are doing right and what they are doing wrong. Her research applies to any industry, but she diligently researched natural products brands prior to her appearance and made things “click” for our audience. I’ll recommend Bridget for any audience looking to get it right from the digital shelf to the store shelf!"
    Jody Mason,
    Conference Manager, Natural Products Expo West

    "If you′re looking for a corporate speaker who can raise your awareness, entertain, and capture the attention of a demanding, co-ed audience, then look no further than Bridget Brennan. She delivers the goods and leaves the audience in agreement with her message."
    Richard Bellas,
    Vice President, Global Procurement, Advertising, Marketing, Media & POS, PepsiCo

    “Bridget is the real deal, and a genuine leader in the field of marketing to women. She’s an engaging speaker who inspired and enlightened our employees by giving them new ways to look at our target audience. Her enthusiasm is infectious and empowering, and you can take her advice to the bank.”
    Rob Matteucci,
    former Chief Executive Officer, Evenflo Company

    “Bridget Brennan did an outstanding job as the Moderator at our recent Southern California Network of Executive Women′s event. She thoroughly engaged the 350 attendees with her quick wit and enthusiastic energy. The audience and the Panelists were thrilled with the evening′s results. She was also a joy to work with, and I would highly recommend her for any Moderator or Key Note Speaker engagement."
    Bridget Prince,
    Nestlé USA

    “Bridget Brennan is a captivating speaker! She participated in a seminar-discussion organized by the French Trade Commission-Ubifrance in New York in 2010 and the audience hung on to her every word. She presents a subject matter which is thoroughly interesting and engages the audience with her gestures, inflections, anecdotes and facts!"
    Sara Harris,
    Director Design & Décor, French Trade Commission-Ubifrance


    Why She Buys: The New Strategy for Reaching the World′s Most Powerful Consumers
    If the consumer economy had a sex, it would be female.
    If the business world had a sex, it would be male.

    And therein lies the pickle.

    Women are the engine of the global economy, driving 80 percent of consumer spending in the United States alone. They hold the purse strings, and when they’ve got a tight grip on them as they do now, companies must be shrewder than ever to win them over. Just when executives have mastered becoming technology literate, they find there’s another skill they need: becoming female literate.

    This isn’t always easy. Gender is the most powerful determinant of how a person views the world and everything in it. It’s stronger than age, income, or race. While there are mountains of research done every year segmenting consumers and analyzing why they buy, more often than not it doesn’t factor in the one piece of information that trumps them all: the sex of the buyer. It’s stunning how many companies overlook the psychology of gender when we all know that men and women look at the world so differently.

    Bridget Brennan’s Why She Buys shows decision makers how to bridge this divide and capture the business of the world’s most powerful consumers just when they need it most.

    • No Matter Where You Live, Women Are a Foreign Country: You’ll discover the value in studying women with the same intensity that you would a foreign market. Women grow up within a culture of their own gender, which is often invisible to men. Brennan dissects this female culture and explains the important brain differences between men and women that may cause your female customers to notice things about your products, marketing campaigns, or sales environment that you might have overlooked.
    • The High Fives: There are five major trends driving the global female population that are key to determining their wants and needs. These global shifts are just beginning to be tapped by businesses, and learning about them can provide you with an invaluable blueprint for long-range planning.
    • The Good, the Bad, and the Ugly: Find out how the best and brightest companies have cracked the female code, and hear horror stories about those that haven’t. Through instructive case studies and interviews, Why She Buys provides practical, field-proven techniques that you can apply to your business immediately, from giants like Procter & Gamble and Toyota to upstarts like Method home-care products and lululemon athletica apparel.

    At a time when every company is looking for a competitive advantage, Bridget Brennan offers a new and effective lens for capturing market share.
    Order Here





Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers
Women are the engine of the global economy and buy nearly 80% of all consumer products. They hold the purse strings, and when they’ve got a tight grip on them as they do now, companies must be shrewder than ever to win them over. Just when executives have mastered becoming technology literate, they find there’s another skill they need: becoming female literate. This isn′t always easy. In a lively presentation based on her acclaimed book (called “essential reading” by The Wall Street Journal), Brennan educates audiences on the fundamentals of gender psychology, and the global trends driving women’s purchasing decisions. She provides a roadmap for businesses on how to evaluate sales, marketing, branding and product design from a female perspective. Topics include:

  • How women grow up within a culture of their own gender that impacts how they perceive the world and everything in it
  • How women′s brains differ from men′s, and why they may notice aspects of your products, marketing campaigns or sales environment that you might have overlooked
  • The six most important trends driving the global female population that are key to determining their wants and needs
  • How to see the world through a female lens

Cracking the Code: Seeing the World through a Female Filter
Gender is the most powerful determinant of how a person views the world and everything in it. While there are mountains of research done every year segmenting consumers and analyzing why they buy, more often than not it doesn’t factor in the one piece of information that trumps them all: the sex of the buyer. Understanding that women are females first and consumers second is crucial to bridging the gender divide and capturing the business of the world’s most powerful consumers. Topics include:

  • Techniques for studying women with the same intensity that a foreign market requires
  • Best-in-class case studies: how the brightest companies have cracked the female code (and horror stories about those that haven’t)
  • The female fundamentals that never change, no matter how often the media does
  • The blueprint that helps determine whether your products and programs are female friendly

How She Buys: Sales Techniques for Tough Economic Times
No matter how many times a woman sees an ad, or how much research she’s conducted online, the critical purchasing moment often comes down to that “last three feet of the sale.” This is when she’s standing in front of a shelf or talking directly to a salesperson, trying to decide what to buy. It’s in this moment that mistakes are frequently made and sales are lost, simply because women have different expectations of the sales process than men do. In this session, Brennan teaches audiences how women make purchasing decisions and respond to sales pitches and retail environments. Participants learn female-focused techniques to help increase closing rates. This presentation is also available in a business-to-business module. Topics include:

  • How women view the sales process differently from men, and what this means to your sales pitch
  • How to develop appropriate body language and eye contact techniques
  • Follow-up methods that resonate with women buyers
  • How to leverage service as your most powerful advantage

Pink is Not a Strategy: Marketing to Women
Marketing, and especially advertising, it’s most glamorous representation, is where a company’s insights about women are most vividly on display. In this engaging educational session, Brennan explores how gender differences impact brand preferences and marketing responses. She teaches audiences how to generate the kind of powerful insights that make a difference to campaigns targeting women. Audiences are taught that no matter how complex the marketing function becomes, or how cluttered the media environment is, there are still only two sexes on the receiving end of a marketing message. Understanding the one that does most of the buying is critical. Topics include:

  • The fundamental difference between sex appeal and gender appeal, and how to leverage these insights when conducting research
  • How to craft a marketing strategy through a female lens
  • The key to appealing to women without alienating men
  • Why your budget can be small if you’re willing to think big

Delivering Customer Service with Female Appeal
Customer service is often forgotten in the thrill of the hunt for customers. Once a customer is snagged, the wooing is over and the relationship – in the form of customer loyalty – often fizzles out. Rants about poor customer service fill conversations everywhere, and the Web has helped make these feelings public. The fact that customer service is a consumer hot button also makes it a major opportunity for differentiation. In their role as “Chief Purchasing Officers” of the home, women interact with customer-service personnel more than anyone else. In this lively session, participants will learn how to implement customer-service policies and techniques with female appeal. Topics covered include:

  • How women’s notions of fairness impact their view of the customer-service experience
  • The psychology behind the white-hot rage generated by automation and voice-recognition systems
  • Why it’s not what you say, it’s how you say it
  • Why customer service is simply marketing in disguise

He Said, She Said, Who Said What?
Gender Communication in the Workplace (Diversity Issue)

In this enlightening presentation, Brennan discusses the most common differences in male and female communication styles at work. Audiences will learn valuable techniques for making themselves better understood to co-workers, bosses and subordinates of the opposite gender. The goal of the session is to help bridge the gender gap at the office and achieve better workplace harmony. A special emphasis is placed on the language of performance reviews. These sessions achieve the best results when both men and women are in attendance. Topics covered include:

  • When NOT to say you’re sorry
  • Simple techniques for using more direct speech
  • Why the ability to accept compliments is critical to a career
  • Why it’s okay to say “I” instead of “We”


Speech Demo


Bridget Brennan explains what is actually happening when a female customer enters the retail environment. She says, “When a woman goes shopping, she is looking out for other people's wants and needs, and this really impacts how she makes purchasing decisions."

Explaining how companies will have to change if they are truly to maximize the power of their marketing to women, Brennan says, “I am here to propose to you a new lens for looking your business. The new lens is looking at everything you do through the lens of gender."

Detailing why addressing marketing to women is so important, she says, “But the reason we're here talking about women is the sheer volume of purchases made by women. Women are responsible for between 70 and 80% of all consumer purchasing. Men can be looking at the exact same product and be judging it by completely different criteria."