I'd like to propose a new measurement tool to evaluate brand power from a consumer perspective. It has to do with determining the following: How much suffering are you willing to endure in order to get your hands on heavily discounted items of brand X? Take today for instance: Diesel has a massive 80% sale at its warehouse in Al Quoz, Dubai.
Temperature outside: a sizzling 40 degrees.
Temperature inside: a cool 39.5 degrees (this is Celsius btw for our friends in the States).
# of people in queue to get into store at any given time: 100.
Frequency of people getting into store: 5 people every 20 minutes.
# of people in queue at dressing room: 15
Frequency of people getting into dressing room: 1 person every 30 minutes
# of people in queue at cash register: 80 people (starting from ground floor and snaking their way up a spiral staircase onto 2nd floor)
Frequency of people paying and leaving: 1 person every 20 minutes
Temperature halfway down spiral staircase: 45 degrees
Last had a drink of water: 3 hours ago
Last straw: when word got out that the cash register was no longer accepting Visa and only taking cash
Considering all the above, I start to think to myself "would I ever put myself through this for just any brand?" which is when I realize that the Shit U Put Up With is directly correlated to the power of the brand. The SUPUW factor for Diesel in this case is a very high-pitched "bring it on!"
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