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I anticipate and enjoy Rob Walker's Consumed column in most Sunday's The New York Times Journal. Recent topics have included Pirate's Butt, Safeway's push into store-brand organics and also the magic of the Flip video recorder. I've discovered the columns to be interesting, informative and well-considered. So I am confused by Mr. Walker's new acclaimed guide. In Buying In, Walker pulls back the proverbial curtain to reveal that there's a "secret dialogue between what all of us buy and who we are" simply because, although consumers will almost always claim they buy things based on rational factors such because price, convenience and quality (here arrives the secret), it's not true. He describes a Roper Study in which just one fifth of responders claim that branding is really a factor in what they buy, after which he debunks it. He says that there's a "knee-jerk bias against logos" and uses the term "concede" to describe the emotion we'd all presumably feel if we needed to admit that brands, images, logos as well as symbols matter. The Washington Post's overview of the book says "Walker... makes the startling claim: Far from being defense to advertising, as many people believe, American consumers are increasingly active participants within the marketing process. " And in an additional Buying In review, Po Bronson offers that Walker "obliterates the old paradigm of companies (the bad guys) corrupting our kids (the innocents) via commercials. In this " new world ", media-literate young people freely and voluntarily co-opt the brands, with most companies being clueless bystanders desperate maintain. " Who said that consumers had been immune to advertising, and what type of huge revelation is it that manufacturers and marketing matter? Where is the explanation that you could make research say just about something (take my word for it)? Why the implication that consumers who focus on advertising are fools and suckers, which advertisers are "desperate? " In my personal experience, consumers readily admit that brands can represent something which transcends the actual products their businesses manufacture. Nike (with the swoosh), Apple company, American Apparel... Pick your favorite luxury. Would Walker say that I have been duped into wanting $250 Oakley sunglasses due to how they make me feel? Would he believe that the only method to buy sunglasses is to evaluate the polycarbonates and chemical coatings which, if I'd only done so, I'd have surely purchased $5 street shades instead? And on top of all of this, I lose $250 pairs of sunglasses in taxis the same as I lose $5 ones. This last bit of irrationality would probably give Walker the fit, but OH! the Oakleys are a lot more fun. So, non-news flash: I'm no idiot. People love brands. We assign a meaning and importance to them with which the majority of us are comfortable, and certainly not embarrassed as Mr. Walker envisions. And along with serious respect for Mr. Bronson, I suspect that companies/brands for example Sony, Mentos, Comcast (with a sleeping technician plastered all around the web, and Bob Garfield "seeking ideas for that consumer jihad") and AOL (with the actual multiple videos riffing on Vinny Ferrari's experience) might think it old news that individuals are dissecting, adopting and co-opting brands in whatever way they like. Much of the consumer world is dependant on desire - on pleasure. There isn't any disgrace here (overspending aside): many otherwise most consumer franchises are built upon brand, not feature differentiation, and everyone I understand knows it. From the beginning, Oakley sunglasses have been at the forefront of eye protection technology. These glasses stay in style not only because of their celebrity appeal but also because they are well made and practical. Replicaoakleys.net is the fastest growing online community selling affordable yet high quality prescription eyeglasses, discount prescription eyeglasses and other eyewear. Firmoo's return and refund policy makes your purchase with Firmoo risk-free. Be sure to get your cheap eyeglasses online ready. The Author of this article is an expert on the latest trends pertaining to sunglasses. He has written many informative articles on various sunglasses brands & products such as Oakley replicas, Fake Oakleys and Cheap Oakleys.
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