Thinking OUT of the BOX is also WOW

You don't become a WOW Brand just for doing what everybody else has already done. WOW Brands are pioneers, are trend setters, and do things simply different from the rest.
Typical advertisement nowadays doesn't impact as it used to do. Consumers became more complex and sophisticated in order to set up their brains so that "regular brand stimulus" passes unnoticed.
So what are WOW Brands doing? Evolving. Changing. Adapting.
The fight was sent to the streets, this is Street Marketing, this is WOW.

What's a Cross Fertilization?

You can call it synergy, or you can say "they were meant to be", or the perfect match, the alpha & omega, but the real thing is that sometimes some associations really impact us.
Whenever two WOW Brands merge in some way, in order to give us the best of each of them, we can say that's a Cross Fertilization. One WOW Brand fertilizing the other, and the other way round, and the result is a more powerfull, usefull, insightfull and all the "fulls" you can name, approach to the consumer.
A perfect example of this is Nike Plus, Nike + Apple in a perfect cross fertilization, if you don't know what it is, please watch the video below.

PS: thanks Fran, Mery & Raul for fertilizing me

When WOW becomes WOM

Whenever you have a good time, you want to tell your friends about it. In this “2.0 Era” we have many massive touchpoints that allow us to reach as many people as we can. Social networks facilitates us to communicate to our world what’s going on.

WOW brands, as explained before, are part of our lifes and we talk about them many times as if we were referring to a person, a well-known person.

WOW Brands have this particularity, to make people: talk about them, share on how they interact with them, discuss their advertisements; and when this happens, that particular brand communicates faster and stronger with this P2P (peer to peer) concept. That's what we call virilization. Or simply, good word of mouth (WOM).

Here are two great examples of WOW Brands becoming WOM.

Please enjoy Coca-Cola and Heineken making WOW Activities (WOW Brands usually make WOW Advertisment and Activations, I will dedicate a post to this idea).

Coca-Cola:

Three activations that are iconic to WOM generation and that perfectly transmit the brand's message.

Heineken:

This ad was sent to me trough e-mail 11 times in a two week period. That's VIRAL, that's WOM.

This activation made in Italy show perfectly how to spread a message using non traditional media.

And finally, a very "modern" and innovating activation to generate WOM.

Men like cars, Girls prefer clothes, but everybody loves Apple & Coca Cola.

I’ve done some research and I interviewed 34 people in order to get to “the” WOW Brand.

There is no doubt, no matter gender, age, nationality, everybody loves Apple, for its gadgets, its software, its design. And just behind Apple it comes Coca Cola, for its heritage, its good vibrations & happiness.

But because this is MY blog so I can do whatever I want with it, I choose another WOW Brand to get deep into, and it’s RED BULL.

But let's leave RED BULL for future posts, first please be delighted with the following video. Some interviews were registered and you must see them.

PS: as you will see, the video doesn't show any male referring to an automobile brand, but believe me, it was the most mentioned category for guys.

People don't buy WHAT you do, they buy WHY you do it!

WOW Brands transmit passion to their consumers, this is what make them different.

When you say WOW means you are being inspired, and without passion no inspiration is possible.

WOW Brands act, think and communicate from inside out, telling you what they believe in and inviting you to follow. What WOW Brands believe in is WHY they do what they do.

Then it comes HOW they do it and finally WHAT they are doing. But when you understand the heart of it, why your brand behaves the way it does, there you will make it your own.

If for some reason you get lost in the previous very clear explanation, I leave you the following video that should complete your understanding. (it really worth it, 18 minutes, but really good 18 minutes).

What is a WOW BRAND?

Dear WOW BRAND Lover,

This blog is for you to understand why you love certain brands.

I'm sure you know exactly which brands mean something to you, but tell me... can you explain why?

Don't worry, I'm here for you, and if you promise me to read all my posts you will become an expert in this subject.

I bet you have a lovemark, a WOW Brand, and I bet you somehow it will be mentioned in this blog.

So stay tuned! Don't want to miss anything! Believe me!