Wowability: How to Achieve It and Why It Matters (I Wow) [Paperback]

Imran Syed (Author)

Book Description

Publication Date: June 2, 2008 | ISBN-10: 0470822899 | ISBN-13: 978-0470822890 | Edition: 1

Wowability is no ordinary read. It stimulates the intellect into action and leads to a determination to exceed expectations. The concepts described in this book are the elements that will be required from all future businesses.

Koichiro Naganuma
President and CEO
Asatsu-DK Inc.

I was walking down the hallway of a client when I turned to my right and saw a redhead sitting behind a counter. Without thinking, I said "Wow!" and continued walking but several days later returned to the scene and struck up a conversation. After 40 years of marriage, I still say "Wow" to the same redhead every once in awhile. You never get a second chance to make a fi rst impression. Imran Syed's book Wowability will help you make that first impression as memorable as possible.

Al Ries
Author
The Origin of Brands

Wowability is the first time an accomplished practitioner has usefully codified the complex emotional processes of consumer brand choice. At the very least, Imran Syed has constructed the first practical algorithm for 21st century brand management. Over time Wowability will prove to be a landmark work and Imran the Maslow of our era.

Andy Berlin
Chairman and CEO
Group United

In a me-too marketplace filled with a stultifying array of brands, it is absolutely imperative that marketers exceed the expectations of their customers--in other words, WOW them. Imran Syed has created the user's manual for driving the modern day brand. Every person responsible for driving the success of a brand today should keep a copy of Wowability--How to Achieve It & Why It Matters in the proverbial glove compartment.

David Verklin
CEO, Carat Americas
Chairman, Carat Asia Pacific

The modern customer wants value for money. In this book, Imran Syed has provided a blueprint for how brands can offer value that exceeds expectations--Wowability! I strongly recommend this book to anyone who would like to take a mediocre brand into the high performance zone. WOW!

Dr. H. Shanker Krishnan
Associate Professor of Marketing
Kelley School of Business, Indiana University

Editorial Reviews

From the Inside Flap

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 Wowability’s 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.

From the Back Cover

Wowability is no ordinary read. It stimulates the intellect into action and leads to a determination to exceed expectations. The concepts described in this book are the elements that will be required from all future businesses. --Koichiro Naganuma, President and CEO, Asatsu-DK Inc.

I was walking down the hallway of a client when I turned to my right and saw a redhead sitting behind a counter. Without thinking, I said “Wow!” and continued walking but several days later returned to the scene and struck up a conversation. After 40 years of marriage, I still say “Wow” to the same redhead every once in awhile. You never get a second chance to make a first impression. Imran Syed’s book Wowability will help you make that first impression as memorable as possible.--Al Ries, Author, The Origin of Brands

Wowability is the first time an accomplished practitioner has usefully codified the complex emotional processes of consumer brand choice. At the very least, Imran Syed has constructed the first practical algorithm for 21st century brand management. Over time Wowability will prove to be a landmark work and Imran the Maslow of our era.--Andy Berlin, Chairman and CEO,
Group United

In a me-too marketplace filled with a stultifying array of brands, it is absolutely imperative that marketers exceed the expectations of their customers—in other words, WOW them. Imran Syed has created the user’s manual for driving the modern day brand. Every person responsible for driving the success of a brand today should keep a copy of Wowability—How to Achieve It & Why It Matters in the proverbial glove compartment.--David Verklin, CEO, Carat Americas, Chairman, Carat Asia Pacific

The modern customer wants value for money. In this book, Imran Syed has provided a blueprint for how brands can offer value that exceeds expectations—Wowability! I strongly recommend this book to anyone who would like to take a mediocre brand into the high performance zone. WOW!--Dr. H. Shanker Krishnan, Associate Professor of Marketing, Kelley School of Business, Indiana University

See all Editorial Reviews

Product Details

• Paperback: 256 pages
• Publisher: Wiley; 1 edition (June 2, 2008)
• Language: English
• ISBN-10: 0470822899
• ISBN-13: 978-0470822890
• Product Dimensions: 8.9 x 6.2 x 0.8 inches
• Shipping Weight: 13.6 ounces (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #3,535,629 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

3.0 out of 5 stars It's OK, but actually not a worth of whole book, August 8, 2008

By 

Rolands Petrevics "taiwan.typepad.com" (Taiwan) - See all my reviews
(REAL NAME)   

This review is from: Wowability: How to Achieve It and Why It Matters (I Wow) (Paperback)

Generally, this is one of those books, what is written on spark of 1 idea - a good and fresh one, but not worth of whole book, because then it looks like, author has just tried to fill up all other pages with all same topics, what comes out when you grab ANY book about brands - Starbucks, Coca-cola, Singapore Airlines and GE with Jack Welch.

Yeah, those are good examples, but for a book, published at 2008 those examples are so overused, that you get annoyed to read again about the Starbucks.

Basically, the most idea of the book is, that it is not enough to just satisfy the customer, you must constantly exceed the expectations, and this ability is called wowability. All other things you know already, from any other brand strategy book.

0 of 1 people found the following review helpful:

5.0 out of 5 stars Awesome book, February 6, 2009

By 

Phoenix (USA) - See all my reviews

This review is from: Wowability: How to Achieve It and Why It Matters (I Wow) (Paperback)

This is a very interesting book, I was delighted by the author's passion for helping companies exceed their consumer's expectations. The book takes you through different aspects of Wowability and how different companies have used them to achieve iconic status. The material is fresh, examples provide an unique insight, and the length is just perfect. I was interested in learning branding when I started reading this book, but this book went much beyond that. I, as you can obviously tell by now, highly recommend this book. :)