A review by wellington299
Buying In: The Secret Dialogue Between What We Buy and Who We Are, by Rob Walker

3.0

This sometimes fascinating, sometimes long-winded book explains about "murkablity". Murkablity = Murky + Modern
Marketing.

Walker draws on the such histories as Proctor & Gamble, Timberland, Red Bull, Axe, and Ecko. It gave me a pause because I, like most Americans, consider myself wizened to the ploys of modern marketing. If we are all so immune to marketing ploys how come our collective behavior and buying habits say otherwise?

Some of the points that stuck out of me: how a labeled can of Coca-Cola beat an unlabeled can of Coca-Cola in taste test (the drinks were exactly the same), how Listerine invented the problem of halitosis (of course halitosis existed before but P&G created a market by creating a problem), and a quote by Miuccia Prada: "Buying a $5000 handbag just because it's a status symbol is a sign of weakness."

Walker talks a lot about the "story of a brand". His story meandered around a lot without making me feel like I really went anywhere. It felt more like he took me on a long walk in a small circle. There are really some good points in this book. Just remember to keep your eyes open because the trip can get boring.