Introduction

So far I have lived in 3 different continents, and 5 different countries; I have spent the last 8 years in Asia, with regional jobs that allowed me to travel around the Region and to meet incredible people from many different, beautiful, fascinating and sometimes challenging countries. As a marketer I have always been fascinated by the similarities and differences among consumers when it comes to WOW! Brands (brands consumers rate as 'must have', brands that are the trendiest, brands that are aspirational), especially among consumers of different nationaities.

Why this blog: I want to share with you some of my thinking, my ideas and my conclusions based on years of conversations and learning. This blog will concentrate on the WOW! Brands (brands consumers rate as 'must have', brands that are the trendiest, brands that are aspirational) and I will share with you via videos and comments the WOW! Brands for a selected group of consumers from a number of different countries.
What I'm trying to prove: I want to prove that WOW! Brands are a mix of Global brands - which managed to establish a globally consistent image and positioning, and as such are aspirational for a majority of consumers - and Local brands, that rely on consumers' intrinsic values related to where consumers are from, and as such are as powerful as any WOW! global brand.
Methodology:I will interview a small numbers of consumers that I think best represent what I observed and learned about Asian consumers over the past few years. The consumers will have things in common: they all live in Hong Kong, they all work for corporates, they are between 25 and 35 years old, and they are university educated. What they don't have in common is nationality.  They are all from different countries. I will then comment on each interview to highlight the key points, and will make a general conclusion based on all the interviews, as a final post.

PLEASE ENJOY!