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and Smart Women Do Not Exist. What!?!". Woman's Wall Street is made up like Cosmo with a finances section. Speaking more of life-style than business and bequeathing questionable values such as "I'll pay $200 for a good haircut, but spend my hard-earned cash on a designer purse? Are you kidding?".

Could it be that women can't talk money without talking about spending it? Instead of talking about that o-so-cool brand-name purse, why aren't we talk about it's rising stocks? Women are so up-to date with what's hot and what's not, that they already have the basis of economic knowledge built in. But instead of using this knowledge and global understanding to secure their financial future, they use it to flaunt their new Louie Vuitton at the latest boardroom meeting.

This brings us to Kim Kiyosaki and the gender branding of finance. I read a couple of chapters of Robert Kiyosaki's "Rich Dad, Poor Dad", at a (male) friend's house. Excitedly (and with my credit card already drawn), I went on the web, checked out what all the hubbub was about and ordered Kim Kiyosaki's "Rich Woman". Now, why did I do that?

1.Between Robert and Kim, I identify with Kim.
2.Between Robert's points and Kim's points, Kim's are much more specific to my needs and my future.
3.Robert's book is dark blue, Kim's book is light purple.

There's no escaping it. Women like things to look pretty. I love Women'sWallStreet.com's web design. I love shiny Jello-ish logos and I love that my Kiyosaki book is purple with a feminine silhouette on it. What we don't appreciate, though, is the taking advantage of this love. The "Women's Business" sites take our love of beautiful objects and turn it into pretty candy wrapping, without the candy inside.

Learn more about this author, Tali.
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