"Great brands are like novels that you can't put down"

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?

Comments

[Will]

I'd agree with the quote, if it said that brands were like novels, and simply stopped there.

Some novels require a particular mindset before people are motivated to read them to tackle them. Others are popularist, and are enjoyed by masses for their simple message and narrative.

Now if you 'can't put them down'.. i'd only suggest it applies to brands which have products which feature a short (albeit much used) shelf life. Maybe IKEA?

These are just random thoughts though; i'd be interested to hear what others think.

[Ben]

Will, I agree with you.

I do wonder if there are brands people can't put down. Starbucks is a good example, people aren't addicted to the coffee - they're addicted to the brand.