The WOW formula

Sumarizing what we have reviewed together in this Blog, I think that WOW brands like any brand are promises. WOW brands are Powerful Promises and then, they represent high consumer expectations. But is just at the end, after exceeding that expectations, that they finally became WOW brands.

How is the process to became a WOW brand?. As described, I think it is ultimately linked with generating memorable consumer experiences. To do that WOW brands must know its consumers, promote these real experience, innovate constantly and finally connect emotional bonds with them.

This would generate a virtuos circle that finally would reinforce WOW brand position and loyalty into consumers. See the picture to follow my "WOW formula" proposal.

Defining WOW

In the middle of the "Gatorade ritual", after a soccer game with work partners I decide to start my interviews, using a focus group approach and starting with this question: "ok guys, what is a WOW brand for you?".

The first two quickly conclusions were: that was the first time they listened the expression, but after some little insistence, everybody understand it immediately and were able to tell some examples.

In this first video I will show some of the most powerful ideas behind the definition of a WOW brand and some examples used to represent them.



In the next posts I will separate my post in two main chapters. The first chapter will contain those ideas that I think are main drivers (one idea per post) to get a WOW brand. And in the other, I will group those ideas that are more consequences of being a WOW brand.

In each post I will expand these main ideas with real examples...and just then, summarize everythink in a kind of a "WOW formula" of HOW TO GET A WOW.

WOW is evolving while being the same

To maintain engage with consumers, brands need to evolve with them. Brands must communicate in a real and credible way, so they need to incorporate constantly in the product or, in general, in every interaction with consumers the relevant new language, the new style, the new technology and the new touchpoints. Thus, innovation is crucial to maintain the link with consumers.

The challenge is to adapt this culture without losing the brand essences, the brand role, the brand main muscles. Find two examples of brand evolution, if you look deeply you will feel they are still the same. Another characteristic to get a WOW.

Apple product evolution

Coca Cola commercial evolution

WOW is exceeding expectation

Simple arithmetic, when you obtain less than what you expect is a BOOOO!, equal is an OK!, and more is a WOW!!!!!.

So the final "grade" is relative to the consumer expectations. WOW brands must know it, and in consequence they must think as the most exigent client. So, if they can exceed that expectation they will always ensure WOW results across all their clients. Simple to state, very difficult to implement.

Surprising your consumers is a safe way to obtain WOW results. Here you can find a couple of good examples:

Mac Donald's free coffee

Coca Cola Vending Machine

Adidas Vertical game

WOW is outstanding experience

My first memory is when I win a little prize from a parrot. I swear this colorful and little animal clearly look at me and throw me directly a souvenir of the show. I was in Disneyworld and I was three, my mom could not confirm the history but it doesn't really matters, what I believe is now reality.

And that is the relevant point, consumers need to believe. So brands need to make the magic. WOW brands use a lot of resources to create magical and unforgettable experience with its consumers.

Brands need to communicate with its consumers to translate the brand history, the brand message, the brand world. And using experience is a great mechanism to highlight and ensure the message.

I am sharing some examples of brand outstanding experience.

Coca Cola happiness truck

Mc Donald's Street Spot

WOW is exploiting consumer insights

To maintain the WOW factor alive, Brands have to be always looking for insights about its consumers.

They are constantly trying to find the more sensitive nerve or the more insightful consumer ritual to connect with them. Doing that first and in a continue way create trust and thus, loyalty.

One sensitive approach example:

One insightful approach example: 

WOW is connecting with consumers

Sports teams or artists have fans by definition, WOW brands, too.

WOW brands connected emotionally with consumers, maintaining the same spirit that teams or artists use. They strength emotional bonds with their later fans.

See these three videos in different periods used by Argentinean Quilmes beer, relating the brand directly with the feeling produced by the national soccer team in each of the last three World Cups.

FIFA World Cup 2002

FIFA World Cup 2006

FIFA World Cup 2010

WOW is emotional

I must confess myself as a rational guy. I do this as a defensive act against my friends, specially the economist ones, those who look me in a very particular way when I tell my career path in marketing and those who make a particular silent when they discover that I am very happy!...

But this is my story: I am always trying to rationalize everything, but in a lot of episodes of my life I have faced a lot of moments not explained at all. Those moments are dominated by emotions, just that.

I want to share a couple of videos as examples of those moments that I never explained myself the effect they produced on me...this is what I considered a WOW factor.

My kids

Soccer