I saw this quote in a book today. Are great brands really like "novels that you can't put down". I don't think they are.
I'm writing this on a great brand, Apple. Which is also a brand I love. A "lovemark" as some people like to say. I also happen to be reading a trashy holiday novel that I can't put down. A real page turner. So how are they different and how are they similar?
I can put the Apple down, obviously. I really can't put the book down, I have to be dragged away from it at bedtime and I get angry when In reach my stop on the Tube and I forgo the telly at night to carry on reading.
I can't wait to pick up the book and continue reading and it's true I look out for further installments from Apple. does that class as not being able to put it down?
But Apple don't release things that often and they do it in a psuedo secretive way, so they kind of create an expectation. What if it was another brand I admire, like Innocent drinks or Canon or Nokia if you want bigger ones. Can I put them down? Yes. Do I wait for the next installment? No.
You can put brands down. Brands can be great without you even liking them, let alone loving them. A novel ends. A novel only interacts with you on a few levels. You only buy a novel once.
I don't think "brands are like novels that you can't put down" at all. What do you think?