It’s really amazing when I started to interview people how clear they are in the values, benefits and attributes offered by their WOW Brands.  In few seconds (I thought it would take them some minutes) they identified and explained what is that “unique” exciting and inspiring proposal and, by my surprise, they almost pronounce the original promise and vision these brands wants they consumers to live (as showed in their official web pages!!).  Here my interviewers WOW Brands:

The Universal Language McDonalds brings…

That’s one of Patricia’s expressions (35, Medical Doctor) to describe her WOW Brand.   She loves the world behind McDonalds (more than product itself) and how they can bring you the same experience anywhere worldwide: “you can find the same product, quality and layout everywhere with a fast and nice service”, Patricia said.   And finally she admires the universal language McDonald brings: “it doesn’t matter if you don’t know the language of the country where you are, you just simply go to McDonalds and feels like home”.




"Adidas has been able to innovate in both fashion and sports"
Gonzalo (30, Brand Manager) has very clear what is the Adidas’ attractiveness for him.   As Adidas consumer, he has been constantly surprised, in all ways, and he believes they has built a robust brand and has kept it alive for years.  But one of the most exciting things Adidas has been doing is innovating and deep inside in both fashion and sports, transforming it in a futurist brand by successfully mixing these two dimensions, paving the way to new consumers and generations, Gonzalo stated.

Chanel: “beauty comes from France”

Veronica (33, Journalist) considers Chanel as an elegant, sophisticated and feminine brand, always supported by Hollywood big stars (or models) that perfectly represent brand attributes, and positioning in the most premium segment.  Particularly, when she searched for her make-up brand, she looked for the best quality product which leaves her confident to use it for her whole life.  Chanel was her choice because totally fulfill her expectations and, by the way, is a French brand, and “beauty comes from France”, she said.    She feels that every day is really taking care of her face because she is using the best.

Nespresso, redefining the way we drink coffee…

For Federico (37, BAT Head of Brands-Americas Southern Cone), Nespresso did an incredible job by building a beautiful product story and brand architecture behind our day to day consumption.   They had the ability to redefine the way we drink coffee and developed a simply and truly “premium” option for a commodity.   One of the Nespresso’s premium attractiveness is the experience they offered when you go to an extraordinary first-class shop to acquire their famous capsules, “each of them brings you a different coffee experience”, Federico said.   He finalized stating that some of this ideas inspired us to the recently launch of Dunhill in Argentina, within an unexploited super-premium segment.

The heritage and emotions Coca-Cola delivers….

To Rafael (38, aircraft engineering), the heritage, tradition and worldwide presence are key characteristics for him to love Coca-Cola.  Since he was a kid, advertising campaigns (in all kind of media) and jingles has transmitted him lot of emotions in different moments of his life.  Emotional elements Coca-Cola brings to him are most important than product qualities.

“Coca-Cola it’s more than a product, it’s a worldwide brand”

Javiera (27, Research Executive) has also loves Coca-Cola.  It´s fantastic how she described, in other words, the same idea Rafael said about this WOW brand.  For Javiera, Coca-Cola exploits its global presence and heritage (since she was a kid), and she defines it as “more than a product, it´s a worldwide brand”.  As well, she emphasizes the way how Coca-Cola has been adapted to different consumers needs (international needs) by developing a wide and entertaining portfolio, allowing them to be present in different consumption occasions.

  

It’s absolutely notable, these WOW Brands knows how to balance between rational and emotional attributes they want to offered, looking to assure a solid base (through differentiated and high quality products) and continuously evolving, innovating and reinventing the way of consumption, exposing and expanding brands to new segments and consumers.   If we take a look in what interviewers said, almost all of them assumed and recognized quality product as a “given” fact, and they were really focused in feelings, sensations and the world behind their brands, and how they have experienced unique moments.

In my opinion and considering that from my small 6 person’s sample, 2 of them coincide in the WOW Brand, and taking into account how both described the same aspects and emotions behind their brand, I go for Coca-Cola as the “Most WOW Brand”.  Coca-Cola has established as mission: “At Coca-Cola Company we strive to refresh the world, inspire moments of optimism and happiness, create value and make the difference”….was not the same interviewers just said?

Awesome, inspiring, exciting and fast moving brand, always nearby to its consumers !!!