Buying In

This book is a great tool for a future marketer. Most marketers try to think of ways to get people to buy but never actually think about why people buy.This book looks beyond advertisements and discovers what Walker referred to as a "desire code". This desire code, including symbols and individuality describe how symbols matter and are meaningful to people. Not only that but consumers crave individuality. Being able to create a product and message that satisfies a consumers need for individuality will definitely set an advertisement or a marketer apart from their competitors. Not only that, but symbols go a long way. Symbols create an air and feeling of authenticity and status. Understanding consumer needs, not in terms of product or service, but in terms of fulfilling desires and cravings will help in the creation of an advertisement or marketing campaign.