Married to the Brand – A Book Review

I was turned on to the book Married to the Brand by my dear friend Jen. She said it is one of her business bibles. Now that’s some high praise, right? Well, it only made sense that I had to check it out ASAP. I ordered it that day and I couldn’t wait to start reading it once it arrived.

The premise of this book is simple.  There are times when certain individuals bond with a particular brand / company / product and they absolutely refuse to use or buy anything else. I can relate. I rarely use anything but RSVP pens from Pentel. There is nothing like Old Navy jeans for me. And a Caramel Macchiato from anywhere but Starbucks? It’s just not the same.

But how did that happen? How did I get attached to certain brands and not others? Why, in a world full of imitations (many of which as just as good as the full priced brand) am I hooked on certain products or services to the point where nothing else is good enough? It’s simple. I’ve married the brand.

Married to the Brand is based on countless hours of studying consumers and market insights to find the keys to creating that marriage. It’s not easy. Oh sure, it’s simple in concept, but the market place is not predictable. So how does it happen? This book outlines simple plans of action to potentially entice consumers into marrying your brand. But here’s the thing: the entire time I was reading this book, I didn’t feel like I was getting suggestions on how to create the perfect atmosphere for a brand marriage. It’s more like “don’t let anything get in the way and possibly prevent a brand marriage” type of a book. You can quite possibly do absolutely everything right, but the marriage still doesn’t happen. That’s just the nature of attracting consumers sometimes. But maybe that’s just me.

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