To the question I asked to each of my interviews : "what is a WOW brand for you?", I had so many answers.
Either came up all the same "usual" brands (Apple, Nespresso, Coca-Cola, Mc Donalds...), either much more segmented brands such as Paul Smith, Mini, Lady Gaga, FC Barcelona...
The common thing about the interviews was the fact that there was a "strong personal relationship" between the brand and the consumer. But if this is the only criteria to define a WOW brand, almost eveything can be a WOW Brand : my favorite bar, my newspaper, my favourite wine...
So there must be other ciriterias. This is when I start thinking... what should be the criterias to define a WOW brand?
Either came up all the same "usual" brands (Apple, Nespresso, Coca-Cola, Mc Donalds...), either much more segmented brands such as Paul Smith, Mini, Lady Gaga, FC Barcelona...
The common thing about the interviews was the fact that there was a "strong personal relationship" between the brand and the consumer. But if this is the only criteria to define a WOW brand, almost eveything can be a WOW Brand : my favorite bar, my newspaper, my favourite wine...
So there must be other ciriterias. This is when I start thinking... what should be the criterias to define a WOW brand?
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