What makes a WOW Brand

Having thought of my own interviews and read the other blogs I'm getting the feeling that alot of the WOW brands perception are driven by:

FUNCTIONALITY

So in order to identify the real drivers of VALUE driven brands you need to compare brands which offer similar functionality. I.E. perfumes or soft drinks.

In this case we can zoom in on what differentiates for instance Pepsi and Coca cola.


How do you see this?

Soeren