Different mother segments look at advertising, the Internet, products, time, and brands differently. For example, time-strapped Tug- of-War moms are the most brand conscious because buying recognized brands saves time and simplifies their shopping trips. Consumer products companies targeting these women should spotlight the values of their brands. But new brands or brands that are in trouble can benefit from targeting the emerging groups of Strong Shoulders moms (perhaps via inspirational television or career personalities) and Mothers of Invention (via the Internet),