Buying in

Brandsaredead.Advertisingnolongerworks.WeanedonTiVo,theInternet,andotheremergingtechnologies,theshort-attention-spangenerationhasbecomeimmunetomarketing.Consumersare“incontrol.”Orsowe’retold.InBuyingIn,NewYorkTimesMagazine“Consumed”columnistRobWalkerarguesthatthisacceptedwisdommissesamuchmoreimportantandlastingculturalshift.Astechnologyhascreatedavenuesforadvertisinganywhereandeverywhere,peopleareembracingbrandsmorethaneverbefore–creatingbrandsoftheirownandparticipatinginmarketingcampaignsfortheirfavoritebrandsinunprecedentedways.Increasingly,motivatedconsumersarepitchingintospreadthegospelvirally,whetherbycreatingInternetvideoadsforConverseAllStarsorbecomingword-of-mouth“agents”toutingproductstofriendsandfamilyonbehalfofhugecorporations.Intheprocess,they–we–havebeguntofunnelcultural,political,andcommunityactivitiesthroughconnectionswithbrands.Walkerexploresthischangingculturallandscape–includingapracticehecalls“murketing,”blendingthetermsmurkyandmarketing–byintroducingustothecreativemarketers,entrepreneurs,artists,andcommunityorganizerswhohavefoundawaytothrivewithinit.Usingprofilesofbrandsoldandnew,includingTimberland,AmericanApparel,PabstBlueRibbon,RedBull,iPod,andLivestrong,Walkerdemonstratesthewaysinwhichbuyersadoptproducts,notjustasconsumerchoices,butasconsciousexpressionsoftheiridentities.Partmarketingprimer,partworkofculturalanthropology,BuyingInrevealswhynow,morethanever,wearewhatwebuy–andviceversa.