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Will women at the top lead to better marketing campaigns? Maybe.

Smart marketing to women isn't just about the way in which we relate brands to their female consumers, it's also about the corporate cultures in which the marketing decisions that affect female consumers are taken.

Traditionally corporations were driven largely by men and male qualities, which no doubt accounts for many a failed marketing-to-women campaign. A lack of awareness and recognition of gender differences in communication begins at home, inside the corporation behind the brand. So unless corporations change on the inside, they cannot hope to change - authentically - in the interaction with their consumers.

Fellow gender expert Michele Mees recently wrote the post
"Should we expect women to change corporate culture?"

Now that the pendulum is in full swing and more and more women are assuming positions of power, the question is: will they demonstrate balanced leadership styles with the necessary respect for feminine qualities and values, or will many simple become clones of the male bullies they so despised during their own careers?

I agree with Michele: we cannot put the responsibility for changing corporate cultures solely on women's shoulders, but we can expect our female leaders to set an example that will help change those cultures.

All too often, women who assume power - whether in large corporations or in their own companies - begin to emulate the domineering, destructive leadership styles they were forced to navigate to craft their own careers.

So yes, female leaders should be held accountable to "walk the talk" and demonstrate balanced leadership styles based on the respect, power-sharing and empowerment they fought so hard for. And so they will help affect a shift in corporate culture - and ultimately in the way in which we approach female consumers.

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