Wow in London

Food, car industry, Luxury goods, technology, …. Wow brands are everywhere. They can be old or more recent, they all have something in common: Consumer at the centre of the mind and a consistent quest of quality, not only perceived but sustained by actual superiority in execution. As a consumer you live them fully, and can clearly articulate their benefits by sharing actual experiences around you. They invite you to their world and you feel part of it.

Some of them are aspirational (Chanel, D&G), some base their equity on clear consumer benefits (health for Pret a Manger, security for Volvo), but all of them are consistently seeking to improve themselves and look for perfection in their field.

None of them are mainstream, and not necessarily the leader in their field, but they are proud of their differences and market themselves in a different way, challenging a mass marketing approach, looking for niche or very specific consumers. You either love them or hate them.

That might be one of the biggest challenge they face. How to deliver a sustainable business model and keep on growing without alienating your self and loosing your identity? At which point do you stop being unique and fall into the mainstream arena? We still admire some of the big brands today for what they have been able to do in the past, but how will they reinvent themselves now that they became a standard for entire industries?

Taking into account all these parameters, what would be the best WOW brand in my opinion? Well, a brand which size is reasonable enough not to fall into that dilemma, with a good mix between quality and innovation, looking at the world through consumer eyes would be Virgin Atlantic, who managed totally change my perception of Airlines and forced competition to improve their standards whils staying true to their identity.

 Ghislain

Transcript of two interviews (not on You Tube) 

Virginie, French, 40 years old, living in London.

Virginie’s favourite brand is Chanel. For her Chanel represent the power of brand and longevity, 100 years of perfume and innovation with some of its products still being rated number one after such a long period of time.

The brand is also synonym of its icon figure, Coco Chanel, who led the trend in the emancipation of women in France. 

She likes the fact that it is an independent company, and would love to work for them. Their latest add is on her facebook homepage and she is also one of their followers.

Hugo, 38 years old, London

Hugo’s favourite brand is Prêt a Manger.

What he enjoys most about them is the consistent quality, the rapid service, good environment and good price. And when he means quality, he doesn’t mean Mc Donald’s, but the fact that it is healthy and provides good nutrition, even though it is a fast food chain.

He hasn’t gone there for a while, which he regrets, but each time a friend from outside UK is coming to London, he warmly advertise Prêt a Manger to them if they are looking for a quick place to eat.