Lisa Johnson

Author "Don't Think Pink" & "Mind Your X's and Y's" & Expert on helping organizations create more compelling brand experiences for women and the connected generation of 18-40-year-olds

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Lisa Johnson is a best selling author, award winning marketer, skilled researcher and one of the world’s leading experts on women as consumers and the new generation of consumer, X’s & Y’s , and what organizations need to do to market to them.

Lisa Johnson is an expert on consumer behavior and an acclaimed author. She is the founder and CEO of The Reach Group, an international marketing consultancy that helps companies create more compelling brand experiences for women and the connected generation of 18-40-year-olds.

A leading authority on marketing to women, Lisa is the co-author of the highly acclaimed book, Don’t Think Pink: What Really Makes Women Buy and How to Increase Your Share of This Crucial Market. Don’t Think Pink helps marketers see their brands through a woman’s eyes and reveals the secrets to developing products, services and marketing strategies that truly resonate with female buyers. It was featured in Harvard Business School’s Working Knowledge, The New York Times Magazine and on NPR’s Marketplace. SoundView called it one of the top 30 business books of 2004.

Lisa has been recognized for her breakthrough work in marketing to women, reaching generations X and Y and content strategy. She provides keen insights into how to make women and the connected generations feel heard, involved and inspired to buy. Lisa has developed innovative listening methods and research techniques that enable companies to cultivate the loyalty they need to stand out in a competitive marketplace. Her consumer insights and marketing concepts have appeared in numerous publications including Wired and The Chicago Tribune.

Based on two years of in-depth research, Lisa’s highly anticipated book, Mind Your X’s and Y’s: Satisfying the 10 Cravings of a New Generation of Consumers, teaches brands from a full range of industries how to reach the 18-40 year old demographic. Mind Your X’s and Y’s was released in September of 2006.

A sought-after corporate trainer, brand consultant and speaker, Lisa has an up-to-the-minute understanding of market forces, trends and consumers’ buying minds. She has trained and equipped brand leaders, built new product ideas and categories and created relevant strategies for top international companies including Motorola, Kohler, Giant Bicycles, Intel, Brown Foreman, Panasonic, Real Networks and Office Depot.

Engaging, warm and compelling, Lisa uses real-world examples in her presentations to show how companies can take even the most abstract principles and put them to work on Monday morning. She provides fresh, actionable ideas on how to attract and delight customers to audiences worldwide.

Mind Your X’s and Y’s: Satisfying the 10 Cravings of a New Generation of Consumers

Today’s 18-to-40-year-olds are savvy, sophisticated, and immune to conventional marketing strategies. But the buying habits of this lucrative market can be anticipated—and Mind Your X’s and Y’s is the first program to reveal what works. Lisa Johnson, author, consumer expert and CEO of the Reach Group, uses her groundbreaking qualitative research, plus dozens of interviews with maverick thinkers to identify this connected generation’s new rules for engagement. Johnson delves deep into established and emerging brands that hit a nerve and reveals 10 core “cravings”—for adventure, for high concept design, for defining new families and social networks, for telling their own stories—at the heart of the Gen X and Y psyche. With detailed definitions of each craving, including an analysis of how it drives specific buying behaviors, Johnson draws on her 15 years of marketing experience to provide revealing statistics and fascinating case studies across a full spectrum of industries. With Generation X reaching the height of its earning power, and Generation Y enjoying more buying power than any previous generation of teens and post-teens, Mind Your X’s and Y’s is perfectly timed to equip brand managers, small business owners, marketing agencies, and every ambitious organization with the know-how to transform market research into actionable strategies and tangible results.

The Rise of the Connected Generation Why Connected Brands Are Winning Big in the New Consumer Playground

You’ve felt a change in the air. The old business models are collapsing and there’s a new generation of inspired, renegade consumers who are rewriting the rules. Meet the Connected Generation. Marketing is quickly moving from a push advertising model to one where highly networked customers spread the word about new products and services, and pull in only the information that they find interesting or useful. This powerful, customer-controlled marketplace is creating massive opportunities for quick-witted newcomers and leaving many established companies, and even whole industries, scratching their heads. The Connected Generation shares a common worldview and a technology-driven lifestyle. Using stories and fresh brand examples, Lisa reveals the five values that drive today’s connected consumers: experience, transparency, reinvention, connection and expression. With a fun pop-quiz, audience members will quickly assess their own “connected” status and get clear on the technology-driven skill set that fuels this lifestyle. Using compelling visuals and current case studies, Lisa reveals the three-part DNA of a connected brand and outlines actionable steps toward increased sales, powerful word-of-mouth and opportunities for profitable collaborations. This eye-opening talk cracks the code of the new market and provides insight into the multi-million dollar acquisitions and smart partnerships filling today’s business headlines. Regardless of whether you’re a marketer, an ad exec, a sales professional, the head of a nonprofit or a designer, you need to understand this colossal shift.

Breakaway Brands Forecasting future changes in your industry and positioning your brand to thrive

Empowered with fast-changing technologies, new media channels and highly networked communities, the Connected Generation is not content to watch from the sidelines – they’re actively reinventing the market. Industries as diverse as music, journalism, publishing, TV/film and telecommunications are all flipping from business as usual to become dynamic consumer playgrounds. For example, the Connected Generation changed the way we find, sample, purchase, and share music. From the advent of Napster’s file-swapping technology to MP3s, iPods, and sites such as MySpace, Gen X and Y have restructured the entire music industry. Baby Boomers are now following in their footsteps. The Reach Group has identified a code – a method to the “madness” and a clear path to follow for success. As the Connected Generation begins to flip your industry, you will be equipped to identify the early indicators, interpret the changing climate and use the marketplace confusion to your competitive advantage. Lisa shares how to capitalize on these changes by outlining the best practices of a group called The Big Winners. These practices include five emerging business models that support the goals and needs of the Connected Generation. You will learn key lessons from breakaway brands that have reshaped their infrastructure, revenue models, and architectures of participation with extremely successful results Breakaway Brands is an informed and insightful view from 10,000 feet. Lisa will teach you the flipped pattern, show you how to confidently navigate your course, and demonstrate how to capitalize on big opportunities while your competitors fumble in the dark.

Don’t Think Pink What Really Makes Women Buy—and How to Increase Your Share of This Crucial Market

Don’t Think Pink will help marketers see their brands through a woman’s eyes, unlocking the secrets to developing products, services, and marketing strategies that truly resonate with female buyers. Lisa's presentation reveals: •How generational history, culture, life stages, and daily realities influence a woman’s buying mind. •How the manner in which women buy is more critical than what’s being sold. •How listening to women earlier and more often leads to more powerful strategies. •How to use the Internet and other technologies—both in market research and during the buying process—to gain a greater understanding of female consumers. •How to gain a bigger share of women’s awesome purchasing power.

All Lisa Johnson Books

Mind Your X’s & Y’s
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Don’t Think Pink: What Really Makes Women Buy—And How to Increase Your Share of This Crucial Market
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Don’t Think Pink: What Really Makes Women Buy�And How to Increase Your Share of This Crucial Market
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Mind Your X’s & Y’s
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Don’t Think Pink: What Really Makes Women Buy—And How to Increase Your Share of This Crucial Market
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