Point of View: Why brands need the 'wow' factor

John Woodward

McKinsey's latest thinking on shopping insights, 'Wow! Exciting Customers, Creating Value', gives concrete insight into the rise in marketing standards required in a social media age and paves the way for genuine change in structures and processes.

Point of View: Why brands need the ‘wow’ factor

John Woodward Publicis Worldwide

In marketing, it's sometimes hard to know whether to love or hate McKinsey. Be it ‘marketing organisation', ‘path to purchase’ and now ‘brand theory’, it does an excellent job of adding statistical rigour to concepts preoccupying agencies and CMOs, and selling these to the CEO.

It's a smart system – McKinsey manages to take both the credit and the money for it. But it's not without use to the agency world. By ensuring that new concepts are taken up to the C-Suite, McKinsey clears the road...

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