Buying In

Found this book up in the airport on a recent trip. The author, Rob Walker, writes a very good column in New York Times Magazine. This book picks up where his column leaves off, exploring how brands, despite the constant reports of their demise, are becoming more important than ever; how customers are doing their part to support their favorite companies.

Hint: traditional advertising is not a big part of it.

Walker’s reporting on the launch of Scion and Red Bull are worth the read alone. Find it at Amazon.