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!

    我們的博文《首席執(zhí)行官們?yōu)槭裁磻?yīng)當(dāng)做家務(wù)》（"Why CEOs should do housework"）收到了很多有趣的評(píng)論，其中一則來自英國(guó)坎特伯雷的LPC博士，他援引調(diào)查數(shù)據(jù)稱"丈夫分擔(dān)家務(wù)的夫婦還更有可能有更多小孩。" LPC博士猜測(cè)這"肯定是因?yàn)樗麄冇懈�多的性生�?hellip;…"

    管他呢。

    8月11日的Postcard是關(guān)于將于下個(gè)月推出的一本新書，名為《女性想要更多》（Women Want More）,由波士頓咨詢集團(tuán)（Boston Consulting Group）高級(jí)合伙人邁克爾？西爾弗斯坦（Michael Silverstein）著。該書是針對(duì)營(yíng)銷人員奪取"世界最大且增長(zhǎng)最快的市場(chǎng)"之指南。上周，我與西爾弗斯坦共進(jìn)午餐，他將我歸為"快速晉升者"--這是他的六個(gè)消費(fèi)者類別之一。而且我猜這是最有利可圖的一個(gè)市場(chǎng)，因?yàn)榭焖贂x升者占女性總數(shù)的24%,但其收入占女性總收入的比例為34%.這位營(yíng)銷人士稱，快速晉升者追求冒險(xiǎn)和知識(shí)。

    好吧，為了了解更多關(guān)于女性購(gòu)買力這一話題的知識(shí)（我得知，全球消費(fèi)的70%多由女性支出，而且女性的收入增長(zhǎng)超過了男性）,我研究了西爾弗斯坦留給我的數(shù)據(jù)。有一個(gè)圖表格外有意思，幾乎可以媲美西爾弗斯坦關(guān)于各國(guó)丈夫是否做家務(wù)的全面統(tǒng)計(jì)狀態(tài)表。

    幾乎一樣的有趣--但實(shí)用得多，假如你是營(yíng)銷人員的話。

    西爾弗斯坦和他波士頓咨詢集團(tuán)的同事詢問了22個(gè)國(guó)家里的12,000名女性她們"最青睞的品牌",被提及次數(shù)最多的品牌依次是：耐克（Nike）、蘋果（Apple）、索尼（Sony）、Banana Republic及其零售商姐妹公司Gap.緊隨其后的是阿迪達(dá)斯（Adidas）、塔吉特（Target）和多芬（Dove）.

    西爾弗斯坦表示，投資公司、銀行以及汽車制造商在這個(gè)"人氣品牌"大比拼中完全沒有機(jī)會(huì)勝出，因?yàn)椴ㄊ款D咨詢集團(tuán)的研究顯示，女性表示上述企業(yè)不理解她們的需求。西爾弗斯坦說道："這些供應(yīng)商實(shí)際上蔑視女性。"

    嗯，我還想加上一條，金融公司和汽車公司常常把顧客弄糊涂，而不是將事情簡(jiǎn)單化。他們把自己的產(chǎn)品弄得很復(fù)雜。而耐克、蘋果等人氣品牌之所以受歡迎，是因?yàn)樗鼈兊膹V告都清楚且直接，即便它們的產(chǎn)品很復(fù)雜。

    那么女性最想要更多的什么？時(shí)間。

    這個(gè)答案，我們都能猜到！