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list price: $14.99
edition:eBook
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published: Oct 2010
ISBN:9781552789193
publisher: McArthur & Company

Affinity

Beyond Branding

by Martin Goldfarb & Howard Aster

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consumer behavior, research
0 of 5
0 ratings
rated!
rated!
list price: $14.99
edition:eBook
also available: Paperback
published: Oct 2010
ISBN:9781552789193
publisher: McArthur & Company
Description

Affinity is a new concept: a way of thinking. This book examines cultural consumer anthropology. It is about observing and understanding consumer behaviour and influencing that behaviour. Affinity is all about culture and the way we live, about the objects around us and how we feel about them; it is the reconnection between business and the street, between the story-teller and the listener. Story-telling is fundamental to creating affinity and leadership in our society. Brands come and go and try often to re-create themselves. Good brands attach themselves and propagate values that are enduring. They can outlast the many economic cycles that are part of social transformation. How does a product tap into the enduring features of a culture so that people want to hear the story again and again, go back to the product year after year, and are even eager to re-tell that story to others?

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