The 7 Pillars of Branding

Although the question of branding has always been essential part of marketing and has been approached with multi-dimension models, sometimes these studies have been made without systematic approach or with full of redundancy or ad-hoc views. Unlike marketing which has the widely-known and usable, practical 7P-model, branding still misses such a sort of basic structure which makes the skeleton of all branding story.Here I am making an outline of such a simplified model to help people in successfully designing brands and also to better understanding the already existing ones. I collected 7 layers of the branding with 7 different tasks to be completed in everyday actions. I hope this can be useful for the readers, too.Right before entering this syllabus, we need to define what brand and branding is: in our view brand is a vision that is related to a specific company, product or any specific entity which lives in people and materializes to them. Branding is the art of deliberate control over the whole process.First pillar: Publicly knownA brand always defines a smaller or bigger group of people who are somehow aware of the product or the service in question. This is the prerequisite or trivial condition of all brands: if you are the only one who knows a specific service or uses a specific product and no information is publicized, the service or product is unable to evolve into a brand. This is the primary task of all marketing efforts, making our specific product or service (along with its whole branding costume) widely known on the addressed market: the majority of the marketing budget is used for this purpose. At this point we normally pay attention to the details of the publicity of all brands: target segment(s), its content, geographic, demography, media, communication methods, timing etc.Task 1: design and make your publicityHowever, the fame of a product or service is not exclusively based on the publicity gained (mostly depending on the money available for promoting the brand) via frontal, push-type of promotion. Money spent on communications is a very important factor to reach the second stage of publicity: the people involved in the communications flow will probably share the information with each other and start a – sometimes very simple and few words – discussion about the product or service heard. The act of sharing the information with each other happens or has happened with all known brands. Suggestions, opinions made in public are very important in articulating brand and thus creating or strengthening/weakening brands. This is why the importance of Facebook in contemporary marketing cannot be overestimated enough, or, with similar effect, the customer service/problem handling has always been focal point of customer satisfaction and branding, too.The publicity of branding therefore incorporates all means of sharing the information related to a specific brand or service. There are two basic type of publicities: there is of course the strictly controlled information sharing method (typically: marketing communications) and we also have to face a second publicity, the huge uncontrolled means of communication. When we are thinking on designing a new brand or just examining an existing one, we have to enlist all the ways how the specific brand gains publicity and sort them by relevance with regards to the public coverage and effect, making special attention to the uncontrolled ways of publicity.The success of controlling publicity is a key to profit from branding, however, public control will never mean information monopoly over the media and over the outcome: even situations when a company has theoretically 100% control over the situation (e.g. customer care desk at the office or shop), it is always a challenge to control what is exactly happening there, what is going to be told or heard. Thus, from micro to macro level the publicity always carries a huge uncertainty factor with regards to reach, direct effect and future implications.Second pillar: Associative and narrative – stories aroundThe discussions initiated and information shared publicly about a brand (or a branded product or service) would show up the next major characteristic of brands, that is, the power of the coupling or association related to the branded products or services. In other words, branding means that we create stories around a brand. Brand identity or personality, brand vision, brand promise are the official stories reflecting the narrative of a generic brand on different levels. Marketing creative planning is exactly doing the same around a specific product of a brand (e.g. ‘The environment friendly Toyota Prius’ as a story), while general brand stories (I mean the Toyota brand in the example) or associations are on higher level only. We therefore have to consider several layers of brand stories or narratives when examining them. It is very useful when these stories are consistent and formed professionally and are not contradicting to each other.

Brands are incorporating many stories and ideas not just from individual products and services determined by the company but stories and ideas also coming from the public. Unfortunately – as we mentioned above – we cannot control the majority of the perceptions of our brand. Individual opinions, perceived qualities, good or bad experiences are building the narrative universe, or more simply, the stories of a brand.Task 2: define and drive brand storiesNotwithstanding the above, we can drive these brand stories and narrow them to the desired ones on at least two-three different areas. The mission statement of a company/organization is the very source of official brand stories and determines the branding direction via its written values and operational reasons. Secondly, the slogan or the tagline of a brand (like LG’s Life’s Good) is meant to embody the driving narrative story and works like a magnet: collects all the associations around a brand. The third layer of story comes along with specific products or services: repeating the slogans, taglines while inserting the logo of the brand on individual products/services makes the specific product or service painted with the general brand’s associations and qualities. The individual story of a product or service is like a topping on the branding cake. Pure brand campaigns on the other hand are always aiming outlining and fixing the desired main stories and narratives of qualities in the customers.Controlling publicity cannot be done without controlling the stories attached to a specific brand and seems the major task of all branding and communications managers. Here, we have to highlight a related issue which behaves like the blind spot of the branding: rebranding. Rebranding campaigns are to change the very basic story of a brand. This is the reason why these campaigns fail many times and real rebranding is a very seldom event.Third pillar: Concrete and multiplicative formIn real life we always give tangible forms to brands because we want to make profit from our money spent. Brand without concrete product/service to buy (or without a related person when we talk about personal brands) is useless or just a promise (like the newly planned Jolla mobile OS with only a demo video). The embodiment of a Brand is an essential part of its very nature.Normally we use the power of a general Brand Name for many individual products. An already existing brand hands over its potentials (its stories of qualities, usage, value etc.) to specific, individual products and even when we see a new product of an already known brand we are already having a presupposition or sense of certain expectations towards the brand new product. A VW car is perceived for many as a reliable one; however, it may happen that a much lower quality is introduced in a new model than what the brand had fulfilled at its predecessors.Task 3: make several appearances to utilize brand powerMost times we may say that a brand is transferred into several products and therefore it is multiplicative. It is very seldom that an earned reputation of a brand represented in only one product or service. For example the perfume 4711 seems to be transferred only into one product for a long time, but the brand’s product portfolio today consists of more than one item: after shave or even shower gel is also produced. Start-ups typically own only one product and normally the first product is the one that determines and forms the brand later on. Initially, the brand is typically built upon on only one product or service and this is why it is very sensitive when entering a market with a new company and a new product: it also determines the future brand and products the company assessed with.Personal brands, seen superficially, are not multiplicative: a person who has double face (see politicians) and therefore not able to form a consistent and concrete personal brand, are subject to lose their reputation and their face rapidly. This is because brands can have only one concrete (credible) story, without major contradictions. The multiplicative nature of personal brands should be investigated from another perspective. In case we regard a person’s appearances in public as concretizations and multiplications of his/her brand, we are closer to the truth and we understand better why celebrities and politicians are so keen on public appearances.Fourth pillar: Unique propositionThe history of branding is stemming from the wish of making a producer’s goods identifiable. This is not just to ensure the identity of goods but also to prevent from copying and forgery. The brands around us are still carrying these old attributes: the logo of the company/brand is expressing the uniqueness of a brand (supported by law as trade marks) and helps us to identify a specific brand in the universe of brands and signs.Sometimes it is very hard to make distinction based on the products/services alone: Pepsi and its rivals put in a neutral glass next to each other are unidentifiable, so the use of branding techniques is crucial for gaining profit for both companies. Just like in the cola case, the technological industry also heavily relies on the branding when selling its products or services: PCs, laptops, smart phones or internet accesses are very similar to each other. Or, a tax advisory service consultant firm is facing real challenges to provide specific brand vision.Task 4: find and use the means of brand differentiationsThe unique proposition of the brands has to be built up and shown for the public: the individual logos of brands on devices for example help the company to make distinction from their competitors and help the customers to identify different market players in order to make a personal choice of preference. Most times companies heavily rely on the unique brand distinguishers, like stories about their unique market segment, tailor-made products, additional services they provide etc. Sometimes, when stories among a group of competitors are very similar or compatible (like the Big Four Auditors) and even their service is similar, a common story may evolve around them focusing on more the similarity and indirectly expressing the exclusivity of the group members.Fifth pillar: ValueWhen we identify a brand on its telltale signs (e.g. design) or logo we do not think on what we see first (the product itself) but rather we focus on the brand value represented by the specific product or service. We may say (even without seeing the product) that if you are having Martin Logan stereo speakers that is very cool, but if you are having Philips that is not so awesome. Different brands represent different values: there are low-end and high-end brands with many in between. Start-up companies have to position their brand value on the axis predetermined by the existing market players. Making decision on positioning the companies’ services or products on the lower or higher end of this axis has nothing to do with ethical values: a low-end, cheap car helps many disabled or poor people without doubt. Rather, making the choice of brand values determine the market we are about to target. And this target market decision affects our business outlooks directly. When Toyota launched it Lexus series and decided to focus on the higher end cars they probably considered the higher profit option.The value of a brand is also expressed in a more measurable way. In general ledgers brands are valued as a part of the company’s goodwill and are very sensitive for new product introductions and for amortization, too. From financial point of view brands regarded as assets that have been created due to investment and are also subject to lose or increase their values.Task 5: define and carry brand valuesThe value of a brand emanates into individual products of a company and the value of the sold products affects the value of the brands. More surprisingly, the value of a brand may transfer over the buyer persona influencing the perceived value of a person in a certain group of people (see Apple fan-effect) while the network-effect of the public also modifies the brand value (exclusivity, limited models are also able to increase brand value).The relative price of a product or the whole branded portfolio both has very special connection with the brand value: the higher the price positioned the harder to imagine low brand value. This is because the narrative of the price (see Second pillar) influences the brand value. Other narratives of a brand (how durable it is, for instance, or which celebrities are using this brand) heavily effect the brand value, too. Similarly, the extent of public spread (see First pillar – how much the brand is known, how much spent on advertising) also effects the brand value.Brand value is determined by several other factors even not listed here. It is partly the result of deliberate actions of the company (market positioning of the brand and its products) but also exposed to external factors (like time) and public opinion.( LG’s rebranding from the low-end Goldstar brand to the higher positioned LG showed that value propositions of a brand require efforts in both areas. Grundig made the opposite U-turn when sold to Chinese company.)

Sixth pillar: personal relationAll the pillars encountered previously are summoning on personal level because the nature and the definition of branding 100% relates to human feelings and perceptions. Most cases we can translate this personal effect and feelings to perceived brand values and the position of a brand in the customers’ head. People know or do not know, like or dislike brands, become haters or fans of brands, recommend or just accept certain brands.Task 6: turn personal relation to actionAs a result, this personal disposition of a brand clearly ends up in the relation to the act of buying. We, marketing professionals should not deny the aboriginal intention of our branding efforts to influence buying decisions on personal level. We are not just simply influencing people in business for the sake of general human aims: we do not want world peace; we do want to have our specific products and services sold. We want to convince John or Clair Smith as individual customers to select our service or product. This is the action we – or more generally: the investors – expect from any investments (including brand campaigns) made.Fortunately we not all live in the business sector, not all follow business aims (i.e. sales) in our lives. Surprisingly, non-profit organizations are not so much different from business ventures from this point of view. Non-profits also want to have a specific action to be reached: an action that is maybe appearing directly (like giving donation for starving people) but can be mental action or change to be targeted (for instance diversity campaigns).The personal relation to a branded entity can be outlined in a matrix where on the first axis we can define the readiness or probability of buying action (or in a non-profit: readiness for action) and on the second axis we may highlight the level of brand’s emotional acceptance.The personal relation to a specific brand with regards to the ultimate sales reason can be mapped as shown, but we should not forget that personal emotions and relations to brands are much wider than presented above: some people feel that their beloved brand is expressing also their way of life, involving several other actions well beyond a simple shopping; or just feeling neutral about a brand while the person is not going to be represented in any commercial situation (like myself with any hunting brands, although I know some of them).We should therefore identify very precisely the personal relations to our brand of our existing and potential customers and we should make focused actions to harvest the branding efforts we have previously made.Seventh pillar: Exposure to timeWe have already mentioned before the amortization as an important factor in brand values. The simple reason of amortization is that the brands (via materialized products/services) and the customers live in time.The general life exposure to time factor represented in concrete shapes with regards to brand itself and to its specific products/services. (Amortization is only the result of that process.) Brand perception very much effected by the products/services in timeline (e.g. how much up-to-date the product is reflects the brand’s state-of-the-art nature) and on the other hand the brand itself (without looking at individual products) also has an individual character which has its own life-cycle (how old a brand is, what type of products they represent).Task 7: Consider time: plan and replan over timeBrands do not last for ever and are changing over time, even without deliberate actions. Amortization expresses the time-factor in economic terms but all the pillars mentioned before has a time layer. The repeated actions of marketing campaigns, the product developments or changes in market environments change the face of the brand even if it is not perceived by the company. The sad story of Nokia is a perfect example of how this specific brand was effected by the time factor in all possible way, from the publicity of its phones (a complete new generation has skipped Nokia phones), through the changes in the narratives attached to the brand, with the refreshed need to be unique again to the sharp decline of the brand value.

How to Choose the Best Jewelry and Watches?

Are you interested in purchasing a new watch? This is an important decision as you will need to find an accessory that will really add value to yourself. There are some criteria that you will have to respect when purchasing a watch or a jewel. The aim of this article is to provide you some more information on this topic to help you take the best decision.First of all you should consider your dress. Whenever you are purchasing jewelry or watches you should always make sure that it is suited to your clothes. This is because not all watches or jewels will match your dress and you can end up with an unpleasant surprise. This is why it is advised that you wear something close to the dress that you will be wearing at the party before purchasing your accessories.

It will also be important that you take into account your personality. There are some people that may look great with a particular accessory but another may look weird. Do not make the mistake of buying jewelry or watches just because they are merely fashionable. Instead it is important that you buy jewels that match your personality. Take adequate time to try the watches or the jewelry. It might also be interesting for you to bring a trusted friend along in order to get some feedback.You should also take your budget into account. We all want to have the most exciting jewelry or watches but we should be realistic. If it is beyond our budget then we should forget it. There is no point in breaking the bank in order to buy an accessory that you will be wearing only once in a while. You will end up being more profitable by investing the money in some other items.

You should exercise caution when purchasing jewelry and watches. It is easy to succumb to impulse buying and purchase something that does not match your personality and only for it to finish at the back of a cupboard. There are even people that buy such accessories in order to feel accepted by their peers. It is important that you avoid such mistake at all cost.

A Brief History of Female Sexuality – Part 1

Sexuality is a “condition” that is characterized and distinguished by sex and passion. It is, again, according to American Heritage Dictionary, “the quality of possessing a sexual character or potency.”I really like that one. Potency. That means power.Where “sex” is an act that has a beginning and end, “sexuality” is a quality, a sexual character and power. It has no beginning and end, no more than your personality does or your sense of aesthetics does. Sexuality is essential to your nature. It is you. It is your vitality. It is a wonderful thing.Of course, the two – sex and sexuality – are related, and very often delightfully intertwined. However, I would argue that while it is possible to be sexual without having sex it is pretty close to impossible to truly enjoy sex without being in touch with your own sexuality. Which, in and of itself, is a pretty good reason to want to embrace your sexuality.Too many women in the 21st century are divorced from their sexuality even as they participate in sexual acts. They may be having sexual intercourse with their partner or partners multiple times and reaching multiple orgasms but what they are engaged in is about as meaningful and deeply satisfying as riding an exercise bike. As a result, they come away from sex acts with a sense of “what’s the big deal?” or that felt good for the moment. Or, worse, they feel degraded and/or diminished; reduced to an object. For many of them, a good session at the gym would be more fulfilling – and might even provide a more satisfying release.My dear, let me be very clear – that is not the way it is supposed to be.Sex without sexuality is too often demeaning, it reduces the sexual act to little more than a heaving, grunting, often-sloppy and sweaty physical endeavor. It is not called the “beast with two backs” for nothing. If all you’re focused on is the “beast” part, the physical act, you cannot possibly be truly engaged in your own sexuality. Your sexuality is not engaged. And, when your sexuality is not engaged, you are removed from the power of the act.However, with your genuine sexuality engaged, there is nothing you cannot do alone or with a partner that is not uplifting, satisfying and consistent with the person your are – whether that’s a twenty year old college student or a fifty-two year old church volunteer. With your sexuality engaged, that heaving, humping beast with two backs is an explosion of wonderful passion.In short, it is and can be exotic and mind blowing. And when sex is emotionally deep and erotic, you and your partner are truly bonded together – rather than being the sexual equivalent of opposing and competing wrestlers, with you invariably being the one pinned down for the count, you are in control. You can be more or less dominant and be thrilled by either because no matter how you behave in a sexual encounter, it is true to who you are; it is true to your sense of your sexuality.Unfortunately, history has rarely embraced this uplifting view of female sexuality. It has long viewed male and female sexuality as opposing forces, in opposition and in competition to one another. Not as it should be.In ancient China, men who engaged in masturbation risked a complete loss of vital yang essence. As such, it was strictly forbidden. Women did not risk the same loss of their vital essence. The rules about female masturbation were much more specific and focused on a particular concern; women were free to masturbate as much as they liked, as they possessed an unlimited yin, however, they were warned against masturbating with foreign objects which could injure the womb and internal sexual organs.Because women were understood to have an inexhaustible yin essence, they could keep on having orgasms long after their male partners had been reduced to shrunken, limp lumps of flesh snoring alongside them, while female sexuality was expressed in multiple ways. In addition to masturbation, lesbian relations were encouraged. Male homosexuality was forbidden, however as such behavior was thought to result in a complete loss of yang essence. In this Chinese understanding, sexual relationships between men could only result in the net loss of the yang without any possibility of regaining it, which was possible with heterosexual relationships.Although a bit at odds with our modern sensibility, at least sexuality in ancient China was deeply rooted to a sense of essential essences. Sex was never just a physical act. Sexuality had everything to do with something basic in the nature of what it meant to be a man or a woman. Therefore, any sexual act was understood in the context of their fundamental essences – yin and yang.For this reason, prostitution was very much accepted in ancient China. Men seemed to think that engaging with prostitutes gave them the opportunity to gain additional yin from them, more than from “normal” women. Men could “gain” some of that essence from women. In particular, the belief was that a woman who had sex with many men began to acquire some of the yang essence from her customers, yang essence that could then be “shared.” Consequently, it was possible for a man to gain more yang from a sexual encounter with a prostitute than he lost and more than he could gain from relations with his wife who, presumably, only had sexual relations with him.This somewhat balanced the understanding of what essential male and female sexuality meant and began to change during the Ch’in Dynasty (221 b.c.e to 24 c.e.) when the role and place of women shifted from one of sexual energy to one of more familiar modern gender roles.When the Ch’in Dynasty shifted from the Taoist culture that had predominated China to a Confusianist culture, women’s roles and the understanding of sexuality and sexual behavior then shifted dramatically. No longer was sexuality and behavior determined by essential nature, by the yin and the yang. Instead, there was a more “traditional” – patriarchal cultural dynamic. The dynamic many of us are currently familiar with. Women were not just possessing of a different essence than men but they were considered inferior to men. Physical relations between men and women were found mostly in marriage and were only to take place in the bedroom. At the conclusion of such “contact,” all physical contact was to end – there was to be no contact even between husband and wife.In a way that is only too familiar to those of us in Western Civilization, sex itself came to be considered sinful and tolerated solely for the process of procreation.Even at the conclusion of the Ch’in Dynasty, when the Han Dynasty embraced a return to a Taoist worldview, new perspectives on sexuality and sex had taken hold. Taoism had become a more structured and organized religion, with its own churches and priests. So too, sexuality and sexual behavior had become more rigidly structured. Sexual behavior was formalized, even finding expression in written texts. Two of the most famous of these texts were The Handbook of the Plain Girl and The Art of the Bedchamber.In both, a “Yellow Emperor” sought to live a long, healthy life and to attain some degree or form of immortality through sex. In order to accomplish his lofty goal he needed to become an expert at techniques that would prolong his orgasm and allow his sexual partner to orgasm several times. By doing so, he would maximize the amount of her yin essence that he would gain from their encounter while minimizing his own loss of yang essence.While concerns about yin and yang are foreign to our understanding, one valuable insight we can gain from these perspectives is that sexuality was considered essential to who we are and that sexual mores change. This Eastern view is consistent with our understanding that one is a dynamic, constant sexuality fluidity and the other is defined by the times and circumstances of sexual behavior and roles. During times when the two were balanced, there was a sensible and satisfying cultural norm that blends sex and sexuality.Unfortunately, there have been too many other times when the two were in conflict. This back and forth seems to have defined much of Western culture and history, as well as the role of women and sex in our society. And, as frustrating as it is to find ourselves at the dawn of the 21st century still sorting out the power and need for sexual awareness and the ability to embrace sexuality. Fortunately, we are in a better place than women have been through most of history. We still have a long way to go for women to feel comfortable and confident with their sexuality and know the difference between sex and sexuality.In Medieval times people’s fears focused on three things: the Devil, Jews, and women. The fear of women was completely tied into the perceived threat of female sexuality. In the “dark, moist heat” of women’s sexuality, men became prostrate with fear and trembling, a fear and trembling that have continued to the beginning of the twentieth century and, in far too many places across the globe, to the dawn of the twenty-first century.Ironically, texts from the time display an astonishing detail of female anatomy and function. Men seemed to get the physical component right but when it came to understanding and embracing a woman’s essence, they fell far short. And these were not mere “common” men. As seems to be the case over and over again, the hysteria that punished women for being women came from the very minds and men who were capable of understanding physicality. The condemnation of doctors, “physics” and ministers might seem astonishing to us now – the stuff of witch hunts and fiction – but it continues to inform our sensibilities.The times taught that female sexuality was a serpent that was secretly guided into the heart. Goethe, writing about syphilis, used similar imagery when he demonized the disease as a beast and warning of “a serpent which lurks in the loveliest of gardens and strikes us at our pleasures”.In this poetic turn, Goethe captured the true “horror” of female sexuality and gets at the heart of men’s fear – it ensnares men in that “loveliest” of gardens, striking them at their “pleasures,” when they are most vulnerable.In the last half of the nineteenth century, when more “rational” thinking took over, the female disorders of nymphomania, masturbation, moral insanity, hysteria and neurasthenia were almost universally believed to be a serious threat to health and life and civilization. Most “experts” presumed these dire maladies were the inevitable result of reading inappropriate novels or playing romantic music.Novels and music?!As irrational as this might seem, there are still large, mainstream religious institutions which separate boys and girls, prohibit music and dancing, and discourage any contact with modern culture.Are we so very different than those who lived in the Victorian age?Then, there were instances of mass hysteria much like the Salem witch episodes in which women were taken with something called “menstrual madness” and insanity, diseases which required an immediate response and often a very radical “cure.” Menstrual madness was often “cured” by laparotomy and bilateral “normal ovariotomy.” This is the removal of normal ovaries known as “Battey’s Operation”.One professor of psychology, Charcot, gave public demonstrations of hysteria in women in the 1870′s that emphasized his belief that most mental disease in women resulted from abnormalities or excitation of the female external genitalia. Or, to put it bluntly, he masturbated these women in public!Now, these public demonstrations may strike you a bit pornographic because… well, according to our standards today, they were!You could be sure that these “clinical tutorials” were very well attended by scores of men who were only too pleased to witness – in the most graphic detail – the demonic role of the vulva and clitoris in the causation of hysterical attacks in Charcot’s young and, not incidentally, attractive patients.The Internet does not deliver anything any more graphic or pornographic.In an historical note, one of Charcot’s pupils was none other than Sigmund Freud, who attended these demonstrations at the La Salpêtrière for five months, repeated this fashionable view in his writings and lectures while also stressing the effect of the mind on gynecological and mental disease.There is reasonable evidence that Freud modified his case histories – excluding the realities of deviant sexuality and sexual abuse and replacing them with sexual fantasies which would be much more acceptable to the Viennese upper middle class who were his audience.I trust you are beginning to recognize a pattern here. There is a very clear thematic trend in the history of female sex and sexuality.During Victorian times, when much of our “modern” understanding of women’s sexuality found its voice, women were taught not to enjoy sexual activity. They were taught to actively repress their passions. They were actually taught – in so many words – that their enjoyment of sex existed in direct proportion to the moral decline of society.With that kind of burden, it is not surprising that few women felt any sexual desire and satisfaction. How could a woman embrace her lover in full joy when, in the back – or front – of her mind she held the belief, a belief imposed upon her by her teachers, her clergy and her family, that by doing so she was contributing to the destruction of all that was good in the world.Talk about a surefire way to inhibit pleasure and orgasm!For the Victorian woman, sex had one purpose and one purpose alone – to procreate. Ugh! Makes it sound like an unpleasant chore, doesn’t it? It followed from this that a girl or woman’s worth prior to marriage (the only social structure in which this procreation could take place) had worth only if she remained chaste and pure.Once married, she could expect to be engaged by her husband in conjugal acts only when “necessary.”Let’s pause for a moment just to parse the profoundly disturbing truths in that last observation. The first, of course, is that sex was reduced to an act that was engaged in only when “necessary” – presumably for the relief and release of the husband and to further the goal of procreation. The second, however, is more subtle and even more damaging. “She could expect to be engaged by her husband…” In regards to sex acts, and her sexuality, the woman was to be passive. She was nothing more than the recipient of someone else’s sexual wants, needs and demands – for purposes that she did not demand. She had no control over, no rights to, and indeed, was meant to remain ignorant and disapproving of her own sexuality.It is impossible to examine the nineteenth-century medical attitude to female sexuality and come away with the feeling that it was anything but cruel and heartless. We would be kind to call it ignorant. But it was too malicious to be merely ignorant. It was damaging and malevolent. With professionals, gynecologists and psychiatrists, leading the charge, the medical professions designed treatments designed to “cure” those serious contemporary disorders, masturbation and nymphomania.The gynecologist, Isaac Baker Brown (1811-1873), and the distinguished endocrinologist, Charles Brown-Séquard (1817-1894) advocated clitoridectomy to prevent the progression to masturbatory melancholia, paralysis, blindness and even death! A rational person might think that these professionals would have been tarred and feathered for their cruel views.A rational person would have been wrong.Society as a whole embraced their horrific view of women.Before becoming self-righteous in our judgments, however, we must ask ourselves, Have we changed so much? Compare the perspective and behavior of those Victorians to our modern world where this same operation is still being forced upon women and girls in Asia and Africa and certain religious communities throughout the world!Look at our own communities where young girls and women are made to feel ashamed and “dirty” for having sexual thoughts and desires.Still, things are much better than our Victorian past, when the medical contempt for normal female sexual development was reflected in public and literary attitudes. Consider that there existed virtually no novel or opera in the last half of the 19th century where the heroine with “a past” managed to survive to the end.The Victorian woman was reduced to simply a vessel. Oh, she was a highly-valued and a necessary “vessel”. After all, sex was necessary to further the biological imperative. (Imagine someone using a line like that in a bar! “Hello, my dear, would you consider furthering the biological imperative?” My guess is that someone using that line wouldn’t be getting laid that night!)Any sexual desire that a Victorian woman experienced was, by definition, contradictory to her virtue. According to The Physician and Sexuality in Victorian America (1974) by John S. Haller Jr., and Robin M. Haller, sexual promiscuity was an “ominous indication of national decay,” and not a sign of women’s liberation at that time.This was the dominant perspective during Victorian times. As bad as it was, Victorian times were not Medieval times. Even against this bleak backdrop, there were other points of view being expressed. Many early “love manuals” actually emphasized sex for pleasure also. These manuals took the position that there could be equality in the marriage bed. An early indication that for sexuality to flourish, there has to be an acknowledgement of the equal needs and value of the partners in the sex act. There has to be respect and value on the needs, wants and desires of each partner.These manuals took the revolutionary position that a women’s interest in sex depended upon her ability to seek satisfaction along with her partner. Sex could be an enjoyable act separate from its procreative imperative alone.Joy of joys!Of course, even these enlightened views were tempered by the presumption that indulging in sex too frequently was likely not a healthy thing and indicative of moral shortcomings.So, there were other, “quieter voices” that spoke out in favor of greater sexual expression and enjoyment. Unfortunately, the dominant view took the more powerful grip on the culture’s defining morals. During the 1840′s there was a greater emphasis on the health aspects of “conjugal discourse” and less on the enjoyment aspects. There was a tendency to advocate for even less frequency in sex than earlier years. William Acton wrote in his text, Functions and Disorders of the Reproductive Organs (1888), that women experienced “no need for sex.”No need for sex!? Certainly the idiocy of his position would have been disputed on its face.Of course it wasn’t. Not only was it not disputed but it was actually applauded by others, including women. Acton’s belief that women were apathetic to the notion of sex in marriage had a great ally in Mary Wood Allen, M.D., Superintendent of the Purity Department of the Women’s Christian Temperance Union. She held that “the most genuine love between a husband and a wife existed in the lofty sphere of platonic embrace.”Thanks for nothing, Mary! I guess her idea of a successful marriage was a husband and wife having a “sleepover” together, perhaps going so far as to hold hands and gaze warmly at one another as the night deepened around them.As if to prove that when it comes to silly ideas no degree of extremism is impossible, other manuals of the time embraced the idea of marital continence, which referred to the ” voluntary and entire absence from sexual indulgence in any form.”People who took this position pointed their boney, self-righteous fingers at women who deigned to seek sexual satisfaction and accused them of not leading “God-filled lives.” We have evolved remarkably since then. We tend only to call them names like “slut” or “nymphomaniac.”Thankfully, there were also sensible voices shouting to be heard. Sometimes, the arguments seemed to build on the foundation that women did not desire sexual satisfaction, as the argument of Elizabeth Blackwell, a physician who believed that female’s lack of sexual lust came from a fear of injury in childbirth. Implicit in her belief was that women lacked sexual desire or lust. So too when she noted that women were passive because men would be rushed to perform quickly, leaving them without gratification.At least her observations hold true in one fundamental aspect – women have consistently blunted their sexuality and sexual desires in order to maximize the “gratification” of men.There were enlightened voices crying out. Not everyone was blind to the truth of women’s sexuality. There were physicians who argued that a women’s capacity for sexual gratification was at times more intense and prolonged than the males. These physicians viewed ignorance as the root of the problem women had with sexuality. They argued that women’s lack of sensible sexual education had taught them to believe that any sexual feeling was “indecent and immoral.” As a result, women had become a race of sexless creatures, little more than “married nuns,” who experienced no pleasurable feeling during sex.But no matter how loudly these voices cried out; no matter how reasonable and rational their arguments, they did not carry the day. Acton’s view remained the dominant articulation of women’s sexuality from the late 1800′s through the middle of the 20th century.

Using Consumer Information on Wrinkle Creams

Consumer information on wrinkle creams can be found in magazine, newspaper, television and internet advertisements. It can also be found on consumer websites. Websites of the manufacturers’ of the products you are interested in should be checked out well. A reputable company will back its products’, be willing to back up the claims with real research. Such a company will offer free samples and trial period.Some of the claims made by wrinkle cream products are that their product(s) are the best and say things such as “1 out of 10 doctors recommend this.” They claim that you can get immediate results, something that has a grain of truth. When applied to your skin products can give you results but when the product is removed there is no improvement. True results happen over time and are much longer lasting.

Consumer information may provide data about the ingredients including how they work and the effects they have on your skin. There are some ingredients that are very harmful and others that are extremely beneficial. The ingredients of wrinkle creams and other skin care products are listed on the label. The only problem is that this can be deceptive. For example, collagen is used in injections of the lips but this type is made of ground up chicken feet and beaks and ages your skin. You may see a couple of ingredients that are beneficial but they are only in minimal amounts – just enough so companies can legally list them.Petroleum and petroleum based products are linked to the break down of your skin. This includes alcohols and mineral oil. Nitrosamines can from when amines (DEA, MEA, TEA) become mixed with preservatives that release formaldehyde (bronopol or quatemium-15). They are known carcinogenic agents. Paraben, a preservative is used because it’s cheap and may be linked to cancer as well. Talc, found in cosmetics and powders has been linked to ovarian cancer when it’s used on the genital area.There are natural ingredients that are both safe and effective. There are plant based alcohols. They are very soothing to your skin. Aqua is not tap water. It is water that has been purified using reverse osmosis and high heat sterilizing processes. Active Manuka honey from the manuka bush is both antimicrobial and antibacterial.A group of three active ingredients are used as a base of skin care products. Phytessence Wakame heals dry skin and irritations. It helps to strengthen collagen and also strengthens elastin. It might aid tissue repair. Nano-lipobelle H-EQ10 is used because it can penetrate as deep as the seventh layer of skin easily. Anew agent called Cynergy TK lets the body to make its own collagen and elastin again. They all promote the necessary hydration of your skin.

There are other natural ingredients such as grape seed oil, macadamia oil, and avocado oil. Beeswax is harvested from honeycomb and twice purified to get rid of all toxins and impurities. Witch hazel extract is astringent . It is also an antioxidant.Consumer information on wrinkle creams can be very helpful in choosing skin care products. It can also provide information on product recalls. It is advisable to check it out before purchasing anything.