Firstly, seriously impressed with the videos, they take the blog to a whole new level!
I have to agree with your final point about the impact of the GFC changing consumers. I just think most people I speak to misunderstand it. Generations which have experienced economic difficulties carry it with them for life - just think about your grandparents - I bet even if they had relative wealth and comfort in their latter years they remained frugal having lived through tougher times. Now its our turn, we were previously immune, carefree, debt laden, and now many if not most of us have a tone of caution to our outlook.
As marketeers this is powerful. Value for money, at all price points, isnt going to go away. What actual differentiation do premium brands have from their cheaper rivals in our category - very, very little I would suggest. A train wreck waiting to happen or just the challenge we need??

The WOW brands

Believe me or not, but I was surprised as well when I asked people what is the WOW brand for them they were not able easily recall it… almost all (except Krystian) asked me for some time to think over. It’s not that they do now know brands or there are no brands which they like … It is just the fact that when you talk and ask about something which should be WOW it really needs to be something WOW!!!

However I managed to find some WOW brands with my Polish friends  – even some let me to do the recording which of course I am going to share with you :)

Let’s start with Michał  and his WOW brand Starbucks! As you cans see from the interview

VIDEO Michał Interview - Starbucks

this brand is a WOW brand for him as it presents “American dream” J. He saw young people in American movies walking with Starbucks cups and when it opens store in Poland he was able to make a statement walking to University with Cup of Starbucks coffee which BTW has great taste as well.

For Asia the WOW Brand is ESPRIT. She just loves it! She says that somehow every time when she goes into the store the brand smiles to her J  At the same time the brand has high quality products and price promotions which make it even more Value for Money offer. It is easily available and follows trends. “It simply fits me :) “ she says!

 

Tomek – biggest surprise for me :). Watch the movie: VIDEO Tomek Interview - Biedronka

He loves biggest discount chain in Poland?!?! - Biedronka

Why he loves it? Because:

- It develops over time

- It gives what he needs

- It’s good value for money if you look at generic products

- And surprises him from time to time

I am not even commenting the fact that his wife works thereJ Good Value for Money …  I Guess

Let’s move now to some alcoholic side of Polish population… For Mariusz  who’s business part of life (and not only) is connected with HoReCa , the WOW brand is Jack Daniel’s. He appreciates a history the brand has, but what he likes even more is the fact that it builds its today positioning on mixing history with innovation. He respects the celebrities which promote Jack Daniel’s and last but not least it’s taste and bottle is great and unique. He told me that when he was sober so I can imagine what he thinks about the brand in late hoursJ

If we keep continue with this alcoholic mood we will get into another alcoholic drink (softer though) - Guinnes which is a WOW brand for Krzysztof. What makes it so special is again - combination of long history and heritage with beeing up to date with modern world - as he says it's contemporary classic. It's exclusive - not for everybody like all the other beers as it has unique taste and is a little bit more expensive than other beers, and this is combined with distribution as it is served in selected places which make you special again. But the most important thing is that wherever you go around the world you will always get the same high quality.

And here is the WOW Brand, which is build over the time and has its roots in Diana’s childhood – Rossignol. It’s not only her father who had huge influence not only on her life but also on the ski and snowboard brands she is using today J it was also Alberto Tomba the world champion in alpine skiing slalom who was kissing his Rossignol skis after winning the slalom. Though if you look at the interview I think you will agree with me that father had stronger influence on thatJ VIDEO Diana Interview - Rossignol

Krystian who (became my guru) listed 3 brands which for him are the WOW brands, so it looks for some it was very easy task:).

HTC smartphones

very innovative product, it has everything what he needs in a small proffesional device and let's not forget about the fact (I think it's part of Polish culture:)))) that it is much cheaper than Iphoneby Apple.

NikeID

is impressive for him the way how you can customise products. He loves play football and additionally he likes to have something unique. Recently he has tried to buy professional football shoes and prepared on NikeID website special shoes for him!!!! You can change 11 elements in shoes like colours, special ID, name etc. Finally you can create a new product that for sure will be unique among your friends.

 

Dell laptops

He has two laptops of Dell mainly from two reasons: first is best service in Poland [in 24 hours Dell visits home to repair or exchange faulty element], second is has full customization of products [model, specification, programmes, colours, etc]

so how to become WOW brand ?

• the brand needs to help to make a kind of statement and support status/prestige but without too much exaggeration (Starbucks, Jack Daniels, Guinnes, Rossignol)
• the customisation seems to be more and more important (Dell, Nike ID)
• the simple fitting customer needs - I get exactly what I need, it fits me! (HTC, Esprit, Biedronka)
• the good Value for Money (Biedronka, Esprit, HTC) - maybe it's an effect of world crisis:) however it is quite important still in Poland as we are definitly not the country of show off ....:)

sounds easy?
hm........