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Initial post: May 19, 2008 7:00:21 PM PDT
Last edited by the author on May 19, 2008 11:11:39 PM PDT
Walker doesn't present us with a lot of new ideas here and he hasn't looked around at the research. He's good at filtering the ideas and packaging them up in a readable way and while many of these same examples cultural and brand critics have been citing for some time (it's the usual suspects like Timberland, American Apparel, Red Bull and the iPod), what he does do successfully is popularise this idea of what I call participant marketing and the use of "desire codes" as a simulcra for brand heuristics, the successful and perhaps somewhat accidental exploitation of our hidden biases by both brand owners and their agencies.

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Initial post:  May 19, 2008
Latest post:  May 19, 2008

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Buying In: What We Buy and Who We Are
Buying In: What We Buy and Who We Are by Rob Walker (Paperback - January 5, 2010)
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