都在说品牌要有“活人感”，具体怎么做？

Core Insights - The article emphasizes the importance of brands developing a "human touch" in the age of AI-generated content, where consumers crave emotional connections rather than perfect marketing [1][12][25] Group 1: Definition of "Human Touch" Brands - "Human touch" brands engage with consumers as real individuals, showcasing emotions, attitudes, and even imperfections, which enhances trust and relatability [3][4] - Consumers are increasingly driven by emotions and prefer brands that allow for interaction and empathy, moving away from overly polished and formal brand images [2][12] Group 2: Characteristics of "Human Touch" Brands - Authenticity: Brands should be willing to show their flaws and present themselves without filters, making them more relatable [5][9] - Emotional Expression: Brands that express their emotions and attitudes can resonate more with consumers, creating a sense of connection [7][12] - Imperfection: Displaying imperfections can make brands feel more genuine and approachable, as seen in campaigns that highlight real-life scenarios [9][10] - Individuality: In a world of AI-generated content, brands that showcase unique personalities and characteristics stand out and are more memorable [10][12] Group 3: Consumer Demand for "Human Touch" Brands - The trend towards "human touch" brands reflects a consumer desire for authenticity and emotional engagement, especially among younger generations who are skeptical of overly curated content [12][13] - A significant percentage of consumers (83.9%) believe that products should not only meet needs but also provide emotional surprises, indicating a willingness to pay a premium for brands that offer emotional healing [12][16] Group 4: Strategies for Building "Human Touch" Brands - Establishing a clear and authentic brand value system is essential for creating a relatable brand identity [17][18] - Consistency in brand personality and emotional tone helps build trust and predictability in consumer interactions [17][18] - Creating emotionally resonant experiences through details and interactions can enhance the perception of warmth and care from the brand [21][23] - Involving consumers in brand creation fosters a sense of community and shared identity, making the brand feel more alive and engaging [23][25]