As I prepared to start the WOW brand interviews, I prepared myself for the inevitable “uhhmmmm…” response from consumers as they are unable to express themselves about their favorite brands.  The standard “I don’t have a favorite brand” response is heard time and time again.  Why then do consumers not simply buy “no label” brands? 

When pushed to answer, as heard in the interviews, consumers inevitably talk about the rational reasons such as quality, style, specific imagery, local credentials, customization to meet individual needs.

What you rarely hear expressed voluntarily, is the emotional senses activated by brands, the sense of magic that a true “WOW” brand possesses.  To me, a wow brand is a brand which influences how you live and how you interact with the world.  “Apple” is that brand for me.  Yes, it answers to rational needs.  It perfectly balances form and function.  Yes, it transforms a bland item such as a computer / phone / music player into ground breaking technology which is also beautiful and stylish.  More importantly however is how it makes me feel.  When really forced to think about it, I must admit that Apple makes me feel special. Not only is Apple worth it but more importantly I am worth it.  It is a brand that has changed how I interact with the world.  I utilize it at every opportunity I get.  I constantly talk about it with friends, I show them new aspects, I actively seek out new applications.  

Thankfully, some consumers in my interviews today, when asked how their favorite brands made them feel responded emotionally (eg “it makes me feel special”, “I’m worth it”).  The winning WOW brand answer of the day came from a “Jimmy Choo” shoe Wow brand consumer who responded that the shoes made her feel like “she didn’t have to wear anything else at all”.  Now THAT is the best expression of a WOW brand I have heard in a very long time.  How does Jimmy Choo achieve that! It cannot be simple advertising, quality credentials or the standard marketing positioning USP.  It is true magic!  I’d love to know their secret.