To hear a group of people from Bucharest so consistently mention brands that are household names in Australia (where I am from) just reinforces what a global phenomenon successful branding is, and some good insights, thank you.
It makes you think, so often in BAT we emphasise the differences at an end market level and focus on why a global proposition cant work or needs refining, yet all the most succesful brands are remarkably consistent. We know it as consumers yet struggle to apply it as professionals!
Saturday, September 25, 2010
Wednesday, September 22, 2010
Transcripts of interviews
Have to agree with Martin, Internet access in BAT is not really a WOW factor!
First thought on WOW brands discussions - with heavy marketeers around in the office, a deep dive in the brand world, other than cigarettes, becomes somehow a challenge. Bottom line, we know what we choose but why - not always very sure...need some time to think...
Marius - 32 years - has 2 WOW brands: Converse (sport shoes) and Panasonic. The main arguments for choosing them are rationale, not emotional: functionality and price. Tradition and history, design adapted to modern times, build for him the architecture of the brand of choice. Interesting to see how the choice of a brand considers different triggers when he explains why the Phillips steriliser is the best for his new born boy: "for my son I don't care about the price, it has to be the most trustable appliance".
Radu - 34 years - , with "safe" brand choices: Puma (sport shoes), Sony Playstation and Ikea. He is a fan of Puma because of the image, tradition and "German quality" that provides long lasting comfort. Sony PS goes without saying when all his friends are connected to the same on-line football league!
And what a great feeling when he enjoys playing the game relaxing on a smooth Ikea couch, with a cold beer at hand on a perfectly crafted Ikea table. Ikea seems to have cracked the secret of making people creating their own environment with nothing else than standardised furniture offers.
Elena - 37 years - loves premium brands but the subtle ones. WOW brands for her are Trussardi and La prerie (night eye cream), as they are not glitzy, not sold in overwhelming expensive packaging, though extremelly appealing as she purchases them for more than 10 years. As expected, she is always ready to promote these brands and to recommend the best place where to buy - in the end she works in procurement...
Gabi - 35 years - has mad his coices long time ago, Levi's for jeans and Ray Ban for sun glasses. Image and quality beat all other reasons. He likes the feeling of being "a classic" induced by the power and the endurance of a good fabric and a metalic rim.
Me - 43 years - WOW brands are Geox (shoes) and Gillete (Mach series rasors). Comfort and design is what I care most about, and for these particular brands, goes hand in hand with innovation. I like as well to make safe choices, with proven history of quality.
First thought on WOW brands discussions - with heavy marketeers around in the office, a deep dive in the brand world, other than cigarettes, becomes somehow a challenge. Bottom line, we know what we choose but why - not always very sure...need some time to think...
Marius - 32 years - has 2 WOW brands: Converse (sport shoes) and Panasonic. The main arguments for choosing them are rationale, not emotional: functionality and price. Tradition and history, design adapted to modern times, build for him the architecture of the brand of choice. Interesting to see how the choice of a brand considers different triggers when he explains why the Phillips steriliser is the best for his new born boy: "for my son I don't care about the price, it has to be the most trustable appliance".
Radu - 34 years - , with "safe" brand choices: Puma (sport shoes), Sony Playstation and Ikea. He is a fan of Puma because of the image, tradition and "German quality" that provides long lasting comfort. Sony PS goes without saying when all his friends are connected to the same on-line football league!
And what a great feeling when he enjoys playing the game relaxing on a smooth Ikea couch, with a cold beer at hand on a perfectly crafted Ikea table. Ikea seems to have cracked the secret of making people creating their own environment with nothing else than standardised furniture offers.
Elena - 37 years - loves premium brands but the subtle ones. WOW brands for her are Trussardi and La prerie (night eye cream), as they are not glitzy, not sold in overwhelming expensive packaging, though extremelly appealing as she purchases them for more than 10 years. As expected, she is always ready to promote these brands and to recommend the best place where to buy - in the end she works in procurement...
Gabi - 35 years - has mad his coices long time ago, Levi's for jeans and Ray Ban for sun glasses. Image and quality beat all other reasons. He likes the feeling of being "a classic" induced by the power and the endurance of a good fabric and a metalic rim.
Me - 43 years - WOW brands are Geox (shoes) and Gillete (Mach series rasors). Comfort and design is what I care most about, and for these particular brands, goes hand in hand with innovation. I like as well to make safe choices, with proven history of quality.
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