Hugo's blog

Me: what is a brand that you are passionate about:
1: Nespresso
Me: Why?
1. They almost single-handedly created a new category, done a brilliant job in marketing their product and have a brilliant customer service through their direct marketing programs.  It executed in a premium way in its fullest.
Me: Do you consume the product and what has been your experience?
1. Yes. I think its very good, but not superb, its about the world that was created around it. I drink it because its convenient and comes in a nice machine. Also looks good in the kitchen.

Me: what is a brand that you are passionate about:
2. Nike
Me: Why?
2: They are trend setters, they live up to their statement of "just do it". They were the first to go deep into personalization, they create an experience in their flagship stores and have relevant spokespeople.  Me: Do you consume the product and what has been your experience?
2: Yes I do.  Good quality products that they offer. I'm not wowed by it but I really admire the brand.  If it had been the same shoe, same quality under a brand called "Pedro" I would not be interested.

Me: what is a brand that you are passionate about:
3. Fiat 500c
Me: Why?
3: Love it love it love it, because it was a brand that lost its charm and youthfulness but by making use of the latest trends such as social media they let the audience come up with the product. So in a way, they were facilitators and the consumer was the inventor. The price point is right, so positioning and pricing is very good. The ads are crazy and good! Massive billboards, they say "more than 10,000 options to create your car"
Me: Do you consume the product and what has been your experience?
3. No I dont as I drive a company car, but if I could, I would.


Me: what is a brand that you are passionate about:
4. Red Bull.
Me: Why?
4. They created the category. They adopted a unique positioning based around sport and energy under the slogan Red Bull gives you wings". Every major action sport and star is under their sponsorship.  Teens look up to the brand and are willing to pay a premium.  They managed to create economies of scale by having a standard mass and promotional campaign.  For example cartoon ads and Red Bull Air Race. There is no real drink brand that comes close to it.
Me: Do you consume the product and what has been your experience?
4. I dont anymore as I almost overdosed on it during a heavy night of drinking Vodka Redbulls!!  Im convined my heart skipped a beat. I think I will consume again in future but very limited.


Me: what is a brand that you are passionate about:
5. UGG
Me: Why?
5: Because they give a new meaning to comfort.  Its a cool brand. Even though its the UGGliest shoe you've ever seen, its a big hype amongst women.  As a woman, you feel at ease with yourself and you're comfortable and you can be cool at the same time. They never compromise on their pricing, so its always premium. Its way overpriced but it doesn't matter. 
Me: Do you consume the product and what has been your experience?
5: I have 6 pairs of UGGs shoes and boots.  Its so comfortable, the best Ive ever worn. Once you put it on, you never take it off.

MY COMMENTS
Across all these brands there is obvious passion for them.  Its not necessarily the brands fulfillment of its promise but rather what it stands for. This is evident by the fact that in some cases, their is great admiration yet no consumption of it.

Based on the above, Red Bull is probably the brand that is most well rounded in terms of its positioning, strength as a brand and promotional support.  Given its uniqueness, it seems that it still has a good future ahead.