BBC Knowledge is a television channel I trust. The BBC, after
all, is from England, and is, like - the BBC.
The "Knowledge" bit sounds good, too. "Knowledge" makes it
sound sort of intellectual, in an epistemology-based way.
As a brand, it works.
And it is not the only brand that works.
Store openings for Apple, for instance, attract hundreds of
people from around the world who queue around the block and
sleep outside overnight to be among the first in.
Later this month, this trustworthy BBC Knowledge features
Secrets of the Superbrands, with presenter Alex Riley trying
to discover why people buy, believe in and even love some
"How do they get us to want all this stuff, and how much
money are they really making out of us?" Riley asks.
And what is it about Apple that makes people so
emotional?Secrets of the Superbrands is a three-part series
beginning on January 25 at 8.30pm.
Unsurprisingly - because BBC Knowledge is, as we know, a
great channel - the answers are interesting and enlightening.
The whole business of brand loyalty starts early, with the
children from a Manchester primary school already well aware
of what is cool in the mobile phone world, and what is not.
Apparently iPhones are cool, while Nokias are well out of
But that love of things Apple - the first episode covers
technology, while the next two look at fashion and food - can
get a wee bit religious in scale.
The aforementioned shop opening is an outing of mass sales
weirdness and hysteria, with blue-T-shirted young salespeople
driven to an embarrassing level of hysteria as the opening
Bloggers are well known to be disturbingly fanatical, and
Riley takes one who writes exclusively about Apple products
to a team of neuroscientists with an MRI scanner to look
inside his brain.
They find images of the products produce the same brain
responses as those seen in the very religious.
The Bishop of Buckingham, who reads his Bible on an iPad,
explains the similarities between Apple and a religion.
There was the apocalyptic battle with IBM for market share,
there was a "messiah" in Steve Jobs and his second coming in
1997 after being ousted from the company, and shops that look
just a little bit like churches.
Apple is not the only mega-brand considered; Nokia sells a
million phones a day, but its brand was looking a bit shaky
when the show was made.
Riley's visit to the company's biggest factory in India,
where outside cattle drag loads down rural streets, is an
If you want a preview, try watching Secrets of the
Superbrands on YouTube on your iPhone.