拼情绪价值、打动年轻人，什么样的品牌更有未来？

Core Insights - The article discusses the evolving landscape of brand marketing, emphasizing the shift from traditional marketing strategies to more personalized and emotionally resonant approaches. Brands must adapt to fragmented consumer attention and leverage technology, particularly AI, to create meaningful connections with users [2][3][6]. Group 1: Brand Marketing Evolution - Young consumers are increasingly selective, favoring brands that resonate with their personal values rather than those with high market visibility [3]. - Brands need to focus on creating a sense of "human connection" with users, moving beyond mere exposure to genuine engagement [3][5]. - Emotional value is becoming a critical component of consumer decision-making, with brands required to understand and fulfill both functional and emotional needs [5][10]. Group 2: Utilizing Technology and AI - AI is seen as a valuable tool for brands, enabling them to break traditional boundaries of creativity and engage users in innovative ways [6]. - Brands like Coca-Cola have successfully utilized AI to analyze global taste trends and involve consumers in product creation, enhancing brand engagement [6]. - The rise of social media and fragmented media consumption presents challenges for brands in delivering effective messaging [6][10]. Group 3: Creating Hit Products - The emergence of hit products is linked to brands' ability to understand and address consumer pain points, as demonstrated by various case studies [8][9]. - Anta's SV brand exemplifies a successful strategy of targeting younger consumers through high-end, trendy products, showcasing the importance of clear positioning in niche markets [8][9]. - Brands must embrace experimentation and innovation in product design and marketing strategies to create high-value offerings that resonate with consumers [9][10]. Group 4: Future Brand Strategies - The market is experiencing significant changes, with a focus on consumer engagement and interaction becoming essential for brand success [10]. - Brands are encouraged to create social currency and meaningful conversations around their products to build long-term value [10]. - The future of brand marketing will involve multi-dimensional, cross-platform strategies that cater to diverse consumer needs and emotional values [10].