Sergey, 53, Driver: Well, I don't know...

On my way to SVO airport I have asked the driver to describe what kind of brands he considers WOW... or at least what kind of brands he likes...

V: What is a WOW brand for you?
S: What the f@%# is WOW brand?!!!
V: Well, what kind of brand you would really like to own. Like car for example...
S: Car?.. Audi. I like Audi.
V: Why is that?
S: Well, I don't know. It's reliable. It's easy to handle. It's easy to take care. I have driven Audi and liked it a lot.
V: OK, why Audi, not a BMW?
S: Well, I don't know. Can be BMW...
V (confused): Hmmm... What about your favorite mobile phone or electronics?
S: Nokia, Sony.
V (hoping): Good! So why Nokia and Sony? Why not LG for example?
S: Well, I don't know. Can be LG...
V: :-(
S: LG is also OK. But it's not that well know as Sony.
V (eureka!): So what kind of vodka do you really like?!!
S: ZELENAYA MARKA ("Green Brand").

V: Why? Nostalgia?
S: Just like the taste. It's quite soft and easy to drink. Good quality.
V (giving up): OK. Thank you...

Not an easy task I thought and started thinking what is a WOW brand for me?..