W+K’s Marcus Collins on his new book about culture's influence on what and why we buy
Marcus’ book demonstrates the risks of chasing product-based “value propositions” and losing sight of how much influence culture and identity have on our purchase decisions. Identity in terms of how we signal who we are or how we want others to think of us. From the clothes we wear to the cars we drive, to where we live, who we marry, what we eat, where we go to school, or our political and religious affiliations. All are signals of implied membership, status, attitude or aspiration. And none are rational decisions.
You can pre-order Marcus’ book below.
