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Buying in: What We Buy and Who We Are

Rob Walker

Originally published in hardcover in 2008 with title: Buying in: the secret dialogue between what we buy and who we are.

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Book Information

Publisher: Random House Trade
Publish Date: 01/05/2010
Pages: 291
ISBN-13: 9780812974096
ISBN-10: 0812974093
Language: English

Full Description

Brands are dead. Advertising no longer works. Consumers are in control. Or so we're told. In Buying In, Rob Walker argues that this accepted wisdom misses a much more important cultural shift, including a practice he calls murketing, in which people create brands of their own and participate, in unprecedented ways, in marketing campaigns for their favorites. Yes, rather than becoming immune to them, we are rapidly embracing brands. Profiling Timberland, American Apparel, Pabst Blue Ribbon, Red Bull, iPod, and Livestrong, among others, Walker demonstrates the ways in which buyers adopt products not just as consumer choices but as conscious expressions of their identities. Part marketing primer, part work of cultural anthropology, Buying In reveals why now, more than ever, we are what we buy--and vice versa.

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