Branded!
There’s been a lot of water under the bridge since the heady days of Naomi Klein’s No Logo. Lately, the general trend in cutting-edge consumer culture business thinking has been that the new generations of consumers are a savvy bunch, tricky to reach and brainwash, highly articulate in the art of navigating safely the stormy seas of corporate branding without getting their gear wet.
Rob Walker begs to differ. He has been writing the ‘Consumed’ column for the New York Times magazine for the last few years, a clever and perceptive take on 21st century consumer culture. His work has been described as a mixture of cultural anthropology and business journalism. His latest book, Buying In: The Secret Dialogue Between What We Buy And Who We Are, explores the industry’s response to try and reach the post-No Logo crowd, a subtler, more insidious technique that Walker calls ‘Murketing’: murky marketing. So if you’d like to get updated on what’s been going on since viral marketing was the latest thing (1997!), this is probably worth reading. In any case, Walker’s book is set to become the latest pop-psychology business bestseller – we’re so beyond The Tipping Point.
You can read the Introduction here, courtesy of Random House.
