民生消費品品牌如何影響千禧世代？

討論熱度極高的千禧世代是現今許多品牌的目標族群。 但，不同產業中的任何品牌都能用相同的方式對千禧世代產生一樣的影響力嗎？ 還是說，對於特定產業中的品牌來說，他們需要調整對應的策略？試問民生消費品牌是否能夠使用與數位品牌一樣的方式對千禧世代造成一樣的影響力？ 若答案是否定的，那麼所有民生消費品牌都需要問同樣的一個問題：我們該怎麼做？ The often-discussed Millennial generation is now a key target for many brands around the world, and in Taiwan. But, can Millennials be equally in flounced by any brand from any categories in the same way? Or do brands in certain categories need to adapt their strategy, such as can consumer brands truly influence Millennials in the same way and to the same extent as digital brands? If no, then the key question that all consumer brands should be asking is ‘what do we need to do?’

品牌影響力的核心本質是，這個品牌，讓我們的生活變得更美好。更美好，意味著提供給我們更有趣且有意義的時刻，而你的品牌必須深入關注這些時刻，因為這些時刻對於品牌影響力來說十分地重要。但唯有在真正了解你的消費者後，比如說了解他們的各種行為、他們認為重要的事物、他們所熱衷的事物及他們感受到的痛點，你才有機會知道該要在他們生活中的哪些時刻加以著墨。一旦深入了解消費者，你才可以、且必須要專注在該連結點上，讓你的品牌成為那個連結點上的巨星。
台灣（及全世界）最具影響力的品牌們的確做到了。他們確實地了解什麼事物對他們的消費者來說是重要的，同時也確實地專注在最能讓消費者與品牌之間聯結的關鍵點上。
At its very core, brand influence is when a brand makes our lives better. Better in terms of providing us with more interesting & more meaningful moments. And it is these moments that are so critical for your brand to focus on. But you can only do this if your truly know who your consumer is, what they do, what is important to them, what are their passion points & their pain points. Once you know this, you can, and should, focus on that connection & allow your brand to the hero within that connection. The most influential brands in Taiwan (and the world) do achieve this. They do know what is important to their consumers & they do focus on that connection.

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