Wowability

The key to creating a successful brand that holds great value, garners large market share and earns extraordinary profit lies in Wowability. Wowability is the ability to consistently delight by exceeding expectations. It is different from other common strategic concepts as it proposes a unique holistic approach that helps brands wow their target audiences and become first preference among their consumers. Merely satisfying the consumer is no longer enough, especially with increasing competition and globalization, delighting them has become a necessity. Wowability is a paradigm shift in thinking and key to the future survival of brands and companies. This book also offers insights into Brand Banking, a concept of how brands can be symbolically represented by banks in the minds of the consumers and how such banks can fi rmly establish themselves there. This and other concepts are simplified and presented in logically ordered chapters: the book begins with a definition of Wowability and transforms into how and why Wowability is needed. It then moves on to show Wowabilitys economics, its various constituents, and the tools and processes needed to achieve it. Finally, it closes with a suggested way of sustaining Wowability along with overall principles of Wowability. A framework is also presented in the appendix to show how brands can strategize, implement and sustain Wowability. This framework helps us to grade, select and create Wow points starting from raw contact points. Ultimately, this book provides insights into how brands can rise above mediocrity and be propelled into becoming super brands with Wowability.