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Conquering Consumerspace: Marketing Strategies for a Branded by Michael R. Solomon

By Michael R. Solomon

This publication - "Conquering Consumerspace" - is one other in a up to date and doubtless never-ending circulation of tomes that attempts to persuade us how the patron is in whole regulate of the paying for method and wishes to be engaged in a collaborative version. Message bought. even though, the saving grace for this identify is that its writer, Michael Solomon, is the director of Mind/Share Inc., a consulting company focusing on on-line patron learn. The quantified insights he bargains, that have been generated from his corporation, are certainly fascinating and make this paintings a standout from the blasé books of others.

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Our reasons for cherishing products go much deeper than that. Some of the roles they play are similar to those of magic amulets or witches’ potions in days of old. Antiaging cosmetics, exercise programs, and gambling casinos often imply that their offerings have ‘‘magical’’ properties that will ward off sickness, cellulite, old age, poverty, or just plain bad luck. ’’ Many hang on to lucky clothing, display St. Christopher medals in their cars, or (much to the chagrin of their spouses) refuse to throw out other products they believe will bring them good fortune.

A Coca-Cola executive (there is a polar bear motif in the Coca-Cola suite) comments, ‘‘[Families] . . ’’25 Sleeping with your favorite brand? That’s consumerspace in a nutshell. Now Appearing at a Department Store Near You Brands arguably are the preeminent symbols of contemporary consumer culture. ’’ Sometimes they are our friends and sometimes they are the objects of our obsessions (think Imelda Marcos’s shoe closet). As represented in advertising, product placement, merchandising, artistic depictions, and word of mouth, brands are inextricably woven into the fabric of our cultural universe.

The same process is at work when we package people for mass consumption. From actors and musicians to superstar athletes and supermodels (and yes, even a few academic superstars), the famous and near famous jockey for market position in popular culture. Michael Jordan will most likely turn out to be one of the best-selling brands of all time. These personae are carefully cultivated and managed by troupes of handlers who connive to get them exposure on television shows such as Oprah, starring roles in movies, recording contracts, or product endorsements.

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