Affinity: Beyond Branding. Cet article n’est pas disponible.Affinity: Beyond Branding

This book is cultural consumer anthropology. It is observing and understanding purchasing behaviour, it is about influencing that behaviour. Affinity is all about culture and the way we live; about the artifacts around us and how we feel or associate with them; it is the reconnection 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 re-create themselves. Good brands attach themselves 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. Affinity is the result of effective story telling. It is the key to understanding consumer choice in the 21st century. Affinity has immense repercussions in the political world. How do people connect not just with products but with politicians? Affinity is the clue, the key to unlocking this magic.

Martin Goldfarb is one of the most successful entrepreneurs in Canada and a leading expert in the study of human behavior as it relates to the marketplace and society. He built Goldfarb Consultants into an international company with 26 offices in North America, South America and Europe. He sold this company in 1998. He has been a marketing and brand consultant to many major national and international companies including Ford Motor Company, Toyota Europe, DeBeers, Four Seasons 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 was born in Montreal and was educated at the Talmud Torah, Herzliah High School, McGill University, and Yale University; he received his PhD from the London School of Economics and Political Science. He taught political science at McGill University, Carleton University, and McMaster University. He served as a special policy advisor to the Secretary of State, Government of Canada, and as a consultant to numerous Government of Canada departments and the Canadian Conference of the Arts. He also served on the Board of Directors of the CBC and more recently at Haifa University. He is the author, co-author, or editor of 12 books, including Jewish-Ukrainian Relations: Two Solitudes with Peter J. Potichnyj (1983; revised edition, 1987) and, most recently, Affinity: Beyond Branding with Martin Goldfarb (2010), and China: Images of a Civilization (2010). He is also the author of over 100 articles.