The Feminine Touch: How Women Are Reshaping Brand Storytelling

Monisha Mudaliar, Founder & CEO, MonZ Media

For decades, brand storytelling followed a predictable formula—one that often overlooked diverse perspectives. The advertising industry was largely male-dominated, and narratives reflected that, reinforcing outdated stereotypes. But today, women in marketing and branding are not just shaping narratives; they’re revolutionizing them. While success in advertising and marketing has never been about gender, women bring fresh perspectives that challenge norms, making campaigns more relatable, inclusive, and emotionally resonant. Perhaps this is the new-age “Midas touch”—the feminine touch.

Having spent a decade in communications and now leading MonZ Media, I’ve seen this transformation firsthand. When I started, women in leadership roles were scarce, and marketing teams often skewed male. Even my mother, who worked for P&G in a different vertical, recalled how top management was predominantly male, 30 years ago. Over time, she noticed more women in leadership, reflecting a broader shift. Today, marketing and branding teams have evolved to be more balanced and it’s evident in the way campaigns now connect with consumers on a deeper level.

The Shift Toward Authentic Representation

Traditionally, advertising depicted women through a narrow lens; either as caregivers or as unattainable beauty ideals. But with more women behind the scenes, brands are moving beyond stereotypes and embracing authenticity. Campaigns like Dove’s “Real Beauty” redefined beauty standards by showcasing real women instead of airbrushed models. Fenty Beauty, founded by Rihanna, disrupted the cosmetics industry with its inclusive 40-foundation shades approach, proving that representation isn’t just ethical, it’s also profitable.

Interestingly, the Dove campaign, which became a global phenomenon, had a mix of creatives behind it, including Joah Santos, Anselmo Ramos and Silvia Lagnado; the latter being the only named female on the team, the global brand director for Dove, instrumental in launching the campaign in 2004.

Another standout example is P&G’s “Like a Girl” campaign, which challenged gender norms by turning a once-dismissive phrase into a message of empowerment. While I’m not certain if it was ideated by a woman, it undoubtedly struck a chord with audiences worldwide. It’s campaigns like these that show the power of redefined storytelling; moving away from traditional, limiting portrayals to narratives that reflect real experiences.

Women in Leadership Are Changing the Narrative

Beyond shaping individual campaigns, women in leadership roles are redefining the entire marketing playbook. Bozoma Saint John, former CMO of Netflix, built her career on bold, culture-driven storytelling. Lorraine Twohill, Google’s CMO, has consistently championed diversity and inclusion through innovative branding strategies. These women have proven that success in marketing isn’t about gender – it’s about perspective and theirs has helped reshape the way brands engage with audiences.

Even in India, brands like Tanishq have made waves with progressive advertising that challenges societal norms. Their campaigns tell stories that are nuanced, real and reflective of modern India; an approach often driven by women marketers who understand the cultural pulse and borrow from the culture. The shift isn’t just about representation but about rewriting the narrative in a way that feels true and resonates with consumers.

Read More :

https://thefirstcritic.com/women-in-leadership-shaping-the-future-of-aviation-and-logistics/

The Future of Brand Storytelling

Women are no longer just the target audience; they’re the creators, strategists and decision-makers shaping the future of marketing. The brands that recognize this shift; embracing authentic, diverse and purpose-driven narratives, are the ones making a lasting impact. As a female agency founder, I’ve witnessed how impactful storytelling goes beyond just selling; it has the power to ignite conversations, reshape perceptions and challenge the status quo. As Women’s Day approaches, it’s a reminder of how far we’ve come and how much further we can go. While success in marketing has never been about gender, we can’t ignore the fact that the increasing presence of women in the industry has reshaped the way brands tell stories. We won’t give all the credit to women, there’s no denying that the “feminine touch” has ushered in a new era of storytelling – one that is richer, more inclusive, and undeniably