Affinity, Beyond Branding
Martin Goldfar . Rupa Publications India . English
Affinity is a new concept, a new way of thinking. This book examines cultural consumer anthropology. It is about observing and understanding consumer behaviour and influencing that behaviour.Affinity is all about culture and the way we live, about the artefacts around us and how we feel or associate with them. It is the re-connection between business and the street, between the storyteller and the listener.Storytelling is fundamental to creating affinity and leadership in our society. Brands come and go and try to recreate themselves. Good brands attach themselves to memory and propagate values that are enduring. They can outlast the many economic cycles that are part of social transformation. Affinity is the result of effective branding process, it is the key to understanding consumer choice in the twenty-first century.
Categories: Business Management
About the Author
Martin Goldfarb is one of the most successful entrepreneurs in Canada and a leading expert in the study of human behaviour as it relates to the marketplace and society. He built Goldfarb Consultants into an international company with twenty-six offices in North America, South America and Europe. He has been a consultant to many major national and international companies including Ford Motor Company, Toyota Europe, DeBeers, Four Season Hotels and Resorts, Scotiabank, Trenitalia, the Government of Canada and others. He also served as the official pollster to the Liberal party of Canada from 1973-1992.Howard Aster taught at McMaster University, Carleton University and McGill University in the Department of Political Science and has served as a consultant to numerous government departments. He is the author or editor of eleven volumes and has published over a hundred articles.
