Vika’s WoW brand is BMW because it is unique, he likes the communication, platform and product. For him it generates and evokes excitement. Emotionally it is the right product but functionally and for his life stage it is not the right product. He recommends it to others and potentially it is in his consideration set.
If there’s one word that could describe Dubai, it would simply be “unique.” Only in Dubai can visitors shop at an enormous complex in the middle of the desert and enjoy indoor ski slopes at the same time. Only in Dubai can you play a round of golf and then take a camel ride in the desert. Only in Dubai can you find beautiful old architecture and at the same time witness enormous skyscrapers in shapes and sizes never seen before.
Couldn't comment on your foot notes, but do agree that out of these brands BMW is the winner. It destroys the story of functionality that others are claiming is necessary for a WOW brand. It's not. Ask Vika.
ReplyDeleteUnfortunately BMW seems to be also failing into the trap of "removing consumer non-relevant complexity" by making their plastic cheaper. Does that sound familiar?
Pete W : I like your approach, which largely allows the video's to do the talking. Although you have many appropriately mentioned WOW! brands the one that stands out for me is Converse shoes. There are very few brands that can offer a consumer so many different 'personal' expressions of the same single functional item, as Converse shoes. There seemingly unlimited choice of colours drives the ability to personalise this brand. I believe Converse may be one of the first global brands to really invest in this consumer 'choice' touchpoint .. many, many years before others realised it's importance of 'personal expression' to their own 'WOW!' factors. Converse's launch of several special editions of Converse shoes only add more weight to this point .. special editions that have included DC Comics, The Ramones, AC/DC the Sailor Jerry, Metallica, The Clash, Grateful Dead, Ozzy Osbourne, Jimi Hendrix, and Nirvana, continue to add more and more opportunity for personal expression to this brand.
ReplyDeleteWow, somehow I missed your blog first time 'round. It is quite facinating to see that 3 car brands were named - it must be a big thing in Dubai! I do agree that BMW stands out, though Ferrary could be a real aspirational wow brand.
ReplyDeleteOn a separate note I keep thinking about Pete's comment on Converse shoes. Is there a danger for the brand to spread itself too thinly and become "jack of all trade and master of none", i.e. once you have converse shoes in every single possible colour, theme, and combination - what do you do... does it go out of fashion?
Sasha
http://overwhelm-with-delight.blogspot.com/
Carlos Aray. Very interesting. As I can see, premium and global brands are very popular among your consumers. But in the case of Fly Emirates Airlines, it looks like they are implementing some innovations and added value vs other global brands.... That could be an example of a Local/regional brand that exceeds consumer expectations or is about nationalism?
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