英文原文

What are women’s favorite brands?

Our post, “Why CEOs should do housework,” drew a bunch of interesting comments, including one from Dr. LPC in Canterbury, England, who cites research showing that “couples where husbands contribute to housework are also more likely to have additional children.” Dr. LPC surmises that this “must result from all that additional sex they get…”

Whatever.

That August 11 Postcard was about a new book, due out next month, called Women Want More, by Boston Consulting Group senior partner Michael Silverstein. The book is a Women’s marketer’s guide to capturing “the world’s largest and fastest-growing market.” Last week I had lunch with Silverstein–who labeled me a “fast-tracker,” which is one of his six consumer categories. And I guess it’s the best one to be in since fast-trackers, 24% of the female population, comprise 34% of female earned income. Fast-trackers seek adventure and learning, the marketing man says.

Okay, as I sought more learning on this topic of female buying power (women spend over 70% of consumer dollars globally, I learned, and are outpacing men in income growth), I dove into the data he left for me. One chart, in particular, struck me as practically as interesting as Silverstein’s stats about where in the world husbands do housework and where they don’t.

Practically as interesting–and much more practical, if you’re a marketer.

When Silverstein and his BCG colleagues asked 12,000 women in 22 countries about her “favorite brands,” here are the ones that got the most mentions, in order: Nike (NKE), Apple (AAPL), Sony (SNE), and Banana Republic and its retail sister, Gap (GPS). After those came Adidas (ADDDF), Target (TGT), and Dove (UL).

Investment companies and banks and automakers, Silverstein says, don’t stand a chance in this “favorite brand” tally because women, the BCG research shows, say those businesses don’t understand their needs. “The providers effectively diss women,” Silverstein says.

Hmm, I would add that financial firms and car companies often confuse customers more than simplify. They complicate their offerings. Nike, Apple and the other favorites score because their pitches are clear and direct, even when the products are complex.

And what do women want more of most of all? Time.

That, we all could’ve guessed!

参考翻译

我们的博文《首席执行官们为什么应当做家务》（“Why CEOs should do housework”）收到了很多有趣的评论，其中一则来自英国坎特伯雷的LPC博士，他援引调查数据称“丈夫分担家务的夫妇还更有可能有更多小孩。” LPC博士猜测这“肯定是因为他们有更多的性生活……”

管他呢。

8月11日的Postcard是关于将于下个月推出的一本新书，名为《女性想要更多》（Women Want More），由波士顿咨询集团（Boston Consulting Group）高级合伙人迈克尔•西尔弗斯坦（Michael Silverstein）著。该书是针对营销人员夺取“世界最大且增长最快的市场”之指南。上周，我与西尔弗斯坦共进午餐，他将我归为“快速晋升者”——这是他的六个消费者类别之一。而且我猜这是最有利可图的一个市场，因为快速晋升者占女性总数的24%，但其收入占女性总收入的比例为34%。这位营销人士称，快速晋升者追求冒险和知识。

好吧，为了了解更多关于女性购买力这一话题的知识（我得知，全球消费的70%多由女性支出，而且女性的收入增长超过了男性），我研究了西尔弗斯坦留给我的数据。有一个图表格外有意思，几乎可以媲美西尔弗斯坦关于各国丈夫是否做家务的全面统计状态表。

几乎一样的有趣——但实用得多，假如你是营销人员的话。

西尔弗斯坦和他波士顿咨询集团的同事询问了22个国家里的12,000名女性她们“最青睐的品牌”，被提及次数最多的品牌依次是：耐克（Nike）、苹果（Apple）、索尼（Sony）、Banana Republic及其零售商姐妹公司Gap。紧随其后的是阿迪达斯（Adidas）、塔吉特（Target）和多芬（Dove）。

西尔弗斯坦表示，投资公司、银行以及汽车制造商在这个“人气品牌”大比拼中完全没有机会胜出，因为波士顿咨询集团的研究显示，女性表示上述企业不理解她们的需求。西尔弗斯坦说道：“这些供应商实际上蔑视女性。”

嗯，我还想加上一条，金融公司和汽车公司常常把顾客弄糊涂，而不是将事情简单化。他们把自己的产品弄得很复杂。而耐克、苹果等人气品牌之所以受欢迎，是因为它们的广告都清楚且直接，即便它们的产品很复杂。

那么女性最想要更多的什么？时间。

这个答案，我们都能猜到！