It 's a fact After reading "No Logo" Klein's more we are all 'good, more' careful in our purchasing decisions, noisy and intolerant of those brands in general are able to assess and point the finger on the advertising 'and' mezzucci " used to sell us things.
even choose no-clothing brand following a rigorous understatement tiring follow almost like doing the queues at the end of season clearance sales of most brands' coats of arms.
And then, with a proud look, we look around and discover with amazement people wearing lacoste, timberland, prada, gucci, converse, diesel, levi's, Fred Perry, bremen ...; our security shaken and falls at all when we pass to the showcase, where only the corner of my eye, look at those hogan we always wanted, or rather, we have always wanted someone to give for Christmas.
So? Why '? Rob Walker is explained in his excellent "Murketing. The marketing revolution ambiguous" (ETAS, 2009). A book that weaves anthropology, sociology and a solid business knowledge to explain why 'we are what we buy.
The "murketing, marketing or obscure, solves the dilemma of traditional marketing, that if the mass consumerism and 'about a" mass ", widespread, indistinguishable, how can I stand out? Simple, buying a different brand that is able to leverage on my needs always individuality 'but at the same time membership.
Individuality 'because' I-am-I different from the masses and that allows me to dstinguermi brand, but also belong, 'cause I need to be part of a larger group' which belong to the large sliced, then here is the brand that I but differs launches signs of belonging to a particular group and I exclude, in the manner sought by another.
The book cites examples of brands that invest in "invisible" trying to get in discreetly within groups of influencers. Rob Walker and 'close attention to the psychological and cultural dynamics in society' modern and tells us how some brands have even been successful in a completely unconscious, regardless of investment in marketing directed at potential targets, corrected by the analytical point of view but wrong in terms of culture.
Why 'read:
If you have just participated in a meeting where you heard the word "customer loyalty" and call this dog and there' appeared as a piece of chalk screeching on a new a blackboard, then this book is for you.
If you are male / female marketing you will 'understand that the new persuasion and' a complex issue not be resolved a colpi di budget pubblicitari, ne va rivisto l’approccio, da capo; se invece siete solo dei consumatori, come tutti noi, vi fara’ perdere qualche certezza come quella di avere finalmente vinto la battaglia contro i “persuasori occulti” e di essere vaccinati dalle loro subdole strategie. Bene, peccato pero’ che i persuasori occulti non siano mai esistiti, o meglio, erano dentro di noi. Buona lettura.
"Murketing. La rivoluzione del marketing ambiguo" (ETAS, 2009)
