Tarek’s WOW brand is Rolex. For him Rolex is an accurate watch maker, immediately recognizable, vibrant, with a rich culture & heritage and which managed to go through the generations still keeping its relevance, basic elements and yet appeal to the youth generation. Rolex manages to go over the cycle making it a wining brand. Rolex has an unlimited life span………
Chris has two WOW brands: Body Shop & Apple. Body Shop for her is premiumness, innovative: always having a new product in its range, not in the face in terms of advertising and shows purity with natural ingredients from known sources usually benefiting the poor countries. Revenues are even shared with charitable association which is an important one. She offers the brands as gifts to her immediate circle to build awareness and sell its benefit. Body Shop keeps to its promise and she has never been disappointed with the brand………….
Suz WOW brands are Apple and Mercedes. Apple for its extended range which kept being refreshed. Apple has got this elegant look, lovely to hold and interactive. She is passionate about Mercedes which is elegant, classy, does not shout, comfortable and not questionable: a reference throughout the generations as her parents were faithful to the brand. She already knows which model she is going for. As compared to competing brands, Mercedes is adaptable to the African roads which make it comfortable. Its finishing is top notch: Nothing like it………..
Sheetal’s WOW brand is Tommy Freedom and Channel. Tommy Freedom is unique for her (being not readily available in the local market), relates & accessible to her. The brand perfume is fresh, lively and long lasting. She is loyal to the brand and uses this as a stepping stone to her aspiring brand Channel which is not accessible right now………
Selena has two WOW brands: Gucci and Manolo Blahnik. They are always coming up with something new, something fresh, presented tastefully & beautifully and targeted just right. They are status brands and have always been there (other brands come and go) that she aspires and always trying to reach. She would save to have them and would forego and say NO to other brands. Two Gucci hands bags are preferable to four from different designers. To promote it to her circle, she keeps talking about it, tears it out of pages of a magazine and tips them even by buying a look-alike brand from another luxury category which is not as high end. She’ll buy the Gucci wallet to showcase during outings if she cannot afford the handbag…………
Out of the brands identified, the WOW brand for me would be Rolex.
The brand has got:
√ Substance
√ A rich history
√ Managed to go through the generations and yet keep
its relevance
√ Is Aspirational and Appealing
It has succeeded where many other brands have failed and keep its promise to the consumers.
