"Buying In," by Robert Walker

"Buying In: The Secret Dialogue Between What We Buy and Who We Are," by Robert Walker (New York: Random House; 2008), 291 pages.

Buying In is a refutation of the professional marketers' arguments that "brands are dead" and that "advertising no longer works." Author Rob Walker argues that people are embracing brands more than ever, that brands are fracturing, and people are able to access these brands through combinations of technology, viral marketing, and the use of key people or word-of-mouth agents and promoters marketing products on behalf of corporations, acquaintances, and friends. Marketing is now entwined with cultural and social connections. Walker also explores a practice he calls murketing (a combination of murky and marketing) and how people buy products not just for their use, utility or function, but also as expressions of their identity. It’s as though you are what you buy.

Buying In appears to be like Malcolm Gladwell's books (the covers seem to be somewhat similar), but it has none of Gladwell's diverse subject matter or arguments on a range of subjects. Buying In is about marketing and how innovative marketing programs have been successful in a technological age. The narrow focus of this book is its greatest strength, and makes this book mostly of interest to marketers and merchandisers. Non-marketers, like me, might find this book repetitive and a long-winded explanation for what should be a simple story. It may also be of little value to the novice reader of marketing books, unless it is a steeply discounted remainder copy at a discount store.