Amazing what we can learn when we speak to people

Here in South Africa, people take the question "what is a WOW brand" very seriously.  Because as a 3rd world country it's not often we get asked.  So the asnwers were very interesting because even here, Global Brands are ALIVE and KICKING.

So, what stands out for me on WOW Brands?  Quality, Innovation and Lifestyle Identity have become key to brand selection / use / promotion. Most of the WOW brands are global brands with strong marketing of features to consumers.  But it’s interesting that not all have been around for years, infant brands like iPhone, Blackberry and Hurley have already created impressions. 

6 people shared their time and WOW brands with me and I hope you find their stories interesting. (It only seems long because of the paragraphs I've created so please read on . . . )

Dennis is a 24 year old guy originally from the Durban coast in South Africa where the beach is king.  He’s passionate about surfing and his WOW brands are Puma, Adidas, Billabong and Hurley.  Why these brands:- because he associates them with the image he has of himself, “they speak to me”, and I “see myself in that brand”. 

These brands offer him quality and a lifestyle image that he wants to portray to others.

Hudson is 25 and a serious guy who’s thoughtful and analytical.  His WOW brands are Manchester United, BMW and Mercedes.  Man. United is his clear WOW brand as he’s followed the club and team for a long time, he’s a “superfan”.  As for BMW and Mercedes they’re a far second but appeal to him as he perceives them to be of “quality” and they “look great”.

Hudson has a clear loyalty drive behind his brand and second to that comes quality.

Tony is 33 years old, he dreams of owning a yacht one day and looks the part.  He has a 9-5 job in IT development for a textile (clothing and accessories) retail chain.  His WOW brands are Mercedes and Microsoft.  He highlights Mercedes because it’s “luxurious”, “German engineering” and a “great car to drive”.  In contrast he’s excited by Microsoft because he values tools that allow him to work smartly.  Microsoft offers “good support”, they “saw a gap in the market” and they’re constantly “coming up with new software”.

These brands demonstrate quality and innovation and have earned Tony’s respect.

Siphiwe is a 25 year old and to him looking good, going to the latest hotspot clubs and being seen there are important.  His WOW brand is Google as they are “open in their approach to innovation”  He also values “Apple” because “everyone’s going for it”.

Suphiwe is a trendsetter or a very close follower and brands that lead innovation appeal to him.

Khalil is 34, originally from Zimbabwe and now living in South Africa.  He’s bohemian, doesn’t really fit the corporate employee mould.  His WOW brands are BMW, DSTV and he mentions cellphones specifically the iPhone.  BMW is “innovative”, “every year something new” and stands out clearly as his No.1 brand.  He appreciates the iPhone because it is “simple”, “intuitive” and “makes life easier”.  DSTV offers him “something new that makes you think in a different way” and he finds them very “creative”.

Khalil is clearly drawn to innovation and these brands allow him to broaden his mind or spend his time broadening his mind.

Sikhumbuzo is 25 and a man’s man.  He enjoys going to pubs, watching sports with his friends and having a few drinks.  His WOW brands are Blackberry and then any brand that he perceives as a quality brand.  He mentions German cars and Swiss watches.  Blackberry stands out for him because it has “everything accommodated into one”.  He appreciates quality brands as he perceives the investment in quality will result in the product being “value for (his) money”.

Sikhumbuzo is passionate about brands that will deliver quality and a total solution and is willing to pay as he believes these will save him money in the long run.

THAT'S IT FOR NOW FOLKS - CHEERS PAULA