and make sure you know your target audience... In my opinion, WOW or BRANDS work best for either people who are very dependent on their referent group and just start to establish themeselves in life - i.e. aged 14-24; or people who are older but who have enough money and time to cater for their basic needs first, and then to start thinking about 'nicities'. In other words, they have gone up the Maslow pyramid for a couple of layers at least...
I would say that depends on what you call a WOW brand...
For example is USSR a WOW brand for those 80smth people? It does have a strong emotional link, which they have built to something which is far from what it sells.
On the other hand those mature people with low income still might dream about Mercedes. They would prefer a used one vs. brand new masterpiece of Russian autoindustry :)
But in general, I do agree that we can target either young part of the crowd, or those who are fed up with just functional items and need to spice it up a little bit.
Design it nice, I agree Prive it up... well to a certain extent I agree Advertize -> hell yeah! scarcity -> not necessarily... I mean Lego and Ikea (which for me is bit the Lego for grown-ups... ;-) ) are not really that scarce, but are mentioned very often as well.... but they got the other factors absolutely right (well Ikea is not necessarily upper-price segment...) general feeling I have is that regardless of age.... though there are different brands, it´s somehow abdout this aspiration of people to get sth. out of the brands into their life they like and feel good about...
and ooh! by the way, that must have been an exciting trip... loved to read the stories!!
Thanks for the comments. The trip was fun indeed. Especially the starting discussion :)
On scarcity: even though it might not necessarily be the factor - it does add to the state of WOWness, if I may call it that way. Things which are easily reachable have less emotional link.
and make sure you know your target audience...
ReplyDeleteIn my opinion, WOW or BRANDS work best for either people who are very dependent on their referent group and just start to establish themeselves in life - i.e. aged 14-24; or people who are older but who have enough money and time to cater for their basic needs first, and then to start thinking about 'nicities'. In other words, they have gone up the Maslow pyramid for a couple of layers at least...
I would say that depends on what you call a WOW brand...
ReplyDeleteFor example is USSR a WOW brand for those 80smth people? It does have a strong emotional link, which they have built to something which is far from what it sells.
On the other hand those mature people with low income still might dream about Mercedes. They would prefer a used one vs. brand new masterpiece of Russian autoindustry :)
But in general, I do agree that we can target either young part of the crowd, or those who are fed up with just functional items and need to spice it up a little bit.
Design it nice, I agree
ReplyDeletePrive it up... well to a certain extent I agree
Advertize -> hell yeah!
scarcity -> not necessarily...
I mean Lego and Ikea (which for me is bit the Lego for grown-ups... ;-) ) are not really that scarce, but are mentioned very often as well.... but they got the other factors absolutely right (well Ikea is not necessarily upper-price segment...)
general feeling I have is that regardless of age.... though there are different brands, it´s somehow abdout this aspiration of people to get sth. out of the brands into their life they like and feel good about...
and ooh! by the way, that must have been an exciting trip... loved to read the stories!!
Thanks for the comments. The trip was fun indeed. Especially the starting discussion :)
ReplyDeleteOn scarcity: even though it might not necessarily be the factor - it does add to the state of WOWness, if I may call it that way. Things which are easily reachable have less emotional link.
We value what we loose... IMHO.