Walker’s Words

Marketing bloggers, like Jackie Huba, are loving Rob Walker’s new book, Buying In.
But Huba wanted more than a read through, she wanted to question the Savannah-based author and New York Times Magazine columnist directly. Here’s one of her questions and Walker’s response:

Q: Is “I buy, therefore I am” just as common today as it was 100 years ago?
A: I think it’s more true. A century ago, you wouldn’t sell deodorant as pop culture. But that’s how Axe, to cite one example from the book, is sold today. The ante is upped on what a brand can “mean,” and consumers keep buying it. Another example from the book is Pabst Blue Ribbon beer, which took on a meaning as a protest brand — a brand protesting branding. That’s a meaning consumers created.

Speaking of PBR, have you seen Archrival’s new site, Ink the Can?

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.