Business Daily from THE HINDU group of publications
Thursday, Jun 26, 2008
ePaper | Mobile/PDA Version | Audio
Business Daily from THE HINDU group of publications Thursday, Jun 26, 2008 ePaper | Mobile/PDA Version | Audio |
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Brand Line
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Books Columns - Book Mark Consume idea by consuming product
Buying In: Rob Walker We can talk all we want about being brand-proof, but our behaviour tells a different story, says Rob Walker in Buying In ( www.landmarkonthenet.com). There is nothing to be gained by simply believing we are immune to brands, he adds. “But there might be something gained in understanding why we aren’t.” The answer, discovers Walker, is in the complex of factors, rational and otherwise, that spark us to make particular purchase decisions, or the ‘Desire Code’. If a product is successfully tied to an idea, branding persuades people – whether they admit it to pollsters or even fully understand themselves – to consume the idea by consuming the product, he reasons. “Even companies like Apple and Nike, while celebrated for the tangible attributes of their products, work hard to associate themselves with abstract notions of nonconformity or achievement.” More Stories on : Books | Book Mark
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