The Secret Dialogue Between What We Buy and Who We Are
Starred review from April 14, 2008
Marked by meticulous research and careful conclusions, this superbly readable book confirms New York Times
journalist Walker as an expert on consumerism. Disputing claims that today’s savvy consumer is immune to marketing, Walker argues that, far from disappearing, marketing has simply become harder to detect—the line between consumer and consumed has blurred as consumers interact more intimately with the brands, embracing them as a part of their own identity and a tool for self-expression. Smart marketers cater to this trend, and the book illustrates tactics such as sponsorships and word-of-mouth campaigns that target the new consumer. Walker wrings every relevant detail from his case studies; his insights into the rise of the Red Bull brand and the repopularization of the working-class Pabst Blue Ribbon beer are particularly illuminating. The result is a thoughtful and unhurried investigation into consumerism that pushes the analysis to the maximum and builds a thesis that refutes the myth of the brand-proof consumer.
Starred review from June 2, 2008
Marked by meticulous research and careful conclusions, this superbly readable book confirms New York Times journalist Walker as an expert on consumerism. Disputing claims that today\x92s savvy consumer is immune to marketing, Walker argues that, far from disappearing, marketing has simply become harder to detect\x97the line between consumer and consumed has blurred as consumers interact more intimately with the brands, embracing them as a part of their own identity and a tool for self-expression. Smart marketers cater to this trend, and the book illustrates tactics such as sponsorships and word-of-mouth campaigns that target the new consumer. Walker wrings every relevant detail from his case studies; his insights into the rise of the Red Bull brand and the repopularization of the working-class Pabst Blue Ribbon beer are particularly illuminating. The result is a thoughtful and unhurried investigation into consumerism that pushes the analysis to the maximum and builds a thesis that refutes the myth of the brand-proof consumer.