WonderBranding: Marketing to Women With Michele Miller: The Measure of a Man (or a Woman)

If you're one of the blessed few who has come into gigantic mounds of money by way of business rather than inheritance, there are two ways you can show me what you're worth.

1) Sit next to me in first-class on a trip home from Chicago and talk about everything related to how much money you have - the commercial land you've developed, how much you made on each deal, the size of your children's trust funds and your net worth (don't forget to crack open your Powerbook to prove it to me). While you're at it, show me photos of your multi-million dollar estate up on the mountain, your fleet of cars, private jet, and the 100-foot yacht your corporate CEO buddy is building. Oh... and don't forget to tell me how much your Italian leather jacket cost ($5000 at the Bellagio in Las Vegas) as you put it on before exiting the plane.

OR...

2. Put your money where your mouth is like Bernie Marcus, founder of The Home Depot and visionary leader of the new Georgia Aquarium. With 500,000 square feet, 100,000 sea creatures and 8 million gallons of water for its tanks, the cost of the new center (with dozens of classrooms) is roughly $200 million... most of it coming directly from the pockets of Mr. Marcus.

This isn't just cause marketing, it's good business. According to a recent study, "The Georgia Aquarium and the new World of Coca-Cola will boost the state's economy by nearly $200 million a year, pump an additional $255 million into state and local tax coffers over 15 years, and create as many as 3,300 jobs throughout Georgia."

Both events are true. Which man do I honor? The one I've never met. Which man would I do business with? You tell me.