Buying In

Best pop-research book I've read in a long time. Highly recommend this one. Its case studies on marketing and brand development really give you a wide view of how many modern brands have reached success. The underlying theme is that marketers have turned a new page on marketing and its focussed on giving you the opportunity to project your own rationale for buying something onto the product. This is in contrast to selling products directly on quality or price. New wave marketing speaks to you by letting you fill in the blank. By doing this, you'll feel good about defining yourself as an individual and joining a smaller group of people who also feel this same way. He takes philosophical turn towards the end about relfecting your self via product choices vs. extracting your self through product choices, a good way to close the book. I guess this book really shows you concrete examples of how to engage the long tail of consumers and points out that everybody is moving to the long tail.

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