Heidi Therese Dangelmaier

Social Web Makes It Harder for Marketers to Target (and Manipulate) Girls But Capture Their Loyalty, and You'll Strike Generational GoldBut Capture Their Loyalty, and You'll Strike Generational Gold - "The post88 person is least likely to be manipulated. You can't persuade them. You have to find their need."

Social media is creating a female with a radical shift in identity and shopping habits

Our girl-innovation columnists suggest six New Year's resolutions that executives should adopt if they want to create hit products

Here's a lesson in how to create a face for your brand that will be irresistible to girls and will blow away the competition

Bad news. Money, power, and size no longer matter—at least, if you are a brand trying to score with a hot young thing. Money can't buy you love with digital native girls. In fact, scoring brand equity with is getting a whole lot harder. Here is what will win you love with the next generation.

Being a modern girl is liberating. We aren't restricted like the citizens of the last millennium, back when single people actually had to have feelings and be in a "relationship" to get some action. If you wanna be a hip brand today, here's your ticket: Girls like it hot, fast, and irrelevant. At least, that's the word in the advertising scene where brands such as Reebok, Sketchers, and Armani Exchange show girls hungrily taking down men in their print campaigns. Flip through an Ellegirl… Show more

Being a modern girl is liberating. We aren't restricted like the citizens of the last millennium, back when single people actually had to have feelings and be in a "relationship" to get some action. If you wanna be a hip brand today, here's your ticket: Girls like it hot, fast, and irrelevant. At least, that's the word in the advertising scene where brands such as Reebok, Sketchers, and Armani Exchange show girls hungrily taking down men in their print campaigns. Flip through an Ellegirl magazine, and you'll find one man-eating female after another. Somehow, someone convinced advertisers that girls want to be represented as cold, aggressive players. Show less

Welcome to another insider lesson on girl-targeted marketing. Pay strict attention, because today's topic is one of marketing's most damaging obsessions. If you watched the Super Bowl and saw Jessica Simpson prancing for Pizza Hut (see BW Online, 2/6/06, "Super Bowl XL's Also-Ran Ads"), you already have insight into the potential perils of "celebrity-ism." The marketing trend is one of the biggest mistakes being made in the 21st-century girl market.

Welcome to Modern Girl Marketing 101, taught by girls of the 21st century. Our first class is on print ads. What works and what doesn't? Here's a tip: Getting a girl to desire your product isn't that different from getting a girl to desire you. So if it didn't work in your dating life, don't try it in your print ad.

Put a female computer scientist with female high school students who are told they can alter female identity paradigms through design and what you get is GirlApproved, an invention and design firm, which proposes to create new products, brands, and technologies. "We base our inventions on finding mass scale unfulfilled needs," explains Heidi Dangelmaier, founder and inventor, who developed GirlApproved Theory, "a fundamental shift in the way we think of design," which "introduces a balance that… Show more

Put a female computer scientist with female high school students who are told they can alter female identity paradigms through design and what you get is GirlApproved, an invention and design firm, which proposes to create new products, brands, and technologies. "We base our inventions on finding mass scale unfulfilled needs," explains Heidi Dangelmaier, founder and inventor, who developed GirlApproved Theory, "a fundamental shift in the way we think of design," which "introduces a balance that has been missing in our modern man-made world," she says. "We are now just launching the Theory after years of intensive research." Show less

I've known Heidi Dangelmaier (yes, Dangelmaier) ever since she won an Industrial Design Excellence Award several years ago. She was one of the few female geeks who started early in the video games biz. Now she's launched an all-girls--girls, not all-girl--media and marketing firm, 3iYing, that is generating buzz. The web site itself is wild and exciting, with lots of information about the girl market.

The deal here is to use girls to define their own market segment for corporations… Show more

I've known Heidi Dangelmaier (yes, Dangelmaier) ever since she won an Industrial Design Excellence Award several years ago. She was one of the few female geeks who started early in the video games biz. Now she's launched an all-girls--girls, not all-girl--media and marketing firm, 3iYing, that is generating buzz. The web site itself is wild and exciting, with lots of information about the girl market.

The deal here is to use girls to define their own market segment for corporations without any marketing research filters. A group of very smart, hip girls tell companies what is is hot and what is not in consumer markets. they offer advice on getting the message out to this huge demographic. Hey, why not? Think outside the box for innovation.

08:53 PM

girls marketing Show less

For the last 8 years I have been working in an underground lab with young female artists - These girls like myself wanted to use creativity to help restore planet and economy. But our gut told us that something was blocking progress. The methods of design being taught to us in school didn’t feel quite accurate we believed that these systems lacked an awareness and sensitivity what was true and natural.
After 2000+ days of intensive research and experimentation, we finally had enough… Show more

For the last 8 years I have been working in an underground lab with young female artists - These girls like myself wanted to use creativity to help restore planet and economy. But our gut told us that something was blocking progress. The methods of design being taught to us in school didn’t feel quite accurate we believed that these systems lacked an awareness and sensitivity what was true and natural.
After 2000+ days of intensive research and experimentation, we finally had enough evidence to demonstrate that the conventional methods of innovation used today are not accurate, Our gut instinct was correct, something was missing starting with the predominance of the scientific method and
moving further away fro truth with the quantitative models used in modern technology. The paradigm of thinking that started to dominate with the scientific method is an incomplete model of reality - it is not fully capable of understanding the complete truth of human nature, mother nature, universal laws of survival.
Prior to the scientific method it was artist, poets, philosophers who society trusted to steer progress and growth It was believed that creatives had inborn access to enlightened visions, an inward truth that others could not sense. With the arrival of the scientific method, we got rid of this dimension of inward research and considered only data we could see, touch and feel - the mechanical measurable world, the only trustable data.
This is when pure scientist and the creatively gifted started their decent from the center of cultures (and eventually the island of manhattan) to the sidelines of influence (and suburbs). NYC was once the cultural hub filled with artists - a city of innovative vision. The master designers today are the business men of Wall St. It is money, statistics and data models that we rely on to transform the planet. This half-blind approach, and disrespect for the "internal mechanism of truth finding " often cause more harm than good.
Show less

This is one viral sensation you don't want to be part of. It's called Flip. The premise is simple: A young girl films herself flipping your brand into the dustbin because its advertising is offensive, insulting or just plain stupid.