(5) Robert - another Bayreuth
Robert is not really a brand guy. But then after some thinking he came up with Hela, specifically the Ketchup they offer.
He says it´s simply the best he knows and he also is happy to pay the premium over others simply because the product meets his expectations.
(6) Timo - another Munich
He seemed to be hardest interview partner I had…. He simply couldn´t come up with anything brand related.
He said it´s hard for him to tell me a brand, because he always looks into functionality versus price regardless of any logo. What counts for him is purely the what and not the who.
However, it was an interesting chat as it gave a completely different angle to the topic in addition to what the others told me. Although he doesn´t have a favourite WOW brand, he´s a very passionate guy as came out during our talk. He loves to deep-dive into Product datasheets and compare every tiny bit of it and can delve into this for hours before he makes a purchasing decision. So for him communication form brands have to be honest and to the point.
That's a very interesting consumer. I wonder how he chooses Ketchup. Reading the nutrition datasheets? You should have asked him... :)
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