This book is cultural consumer anthropology. It is observing and understanding purchasing behavior, it is about influencing that behavior. 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. Story telling 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 taught at McMaster University, Carleton University and McGill University in the Department of Political Science, has served as a consult to numerous government departments in Canada and to cultural organizations, is the author or editor of eleven books and has published over 100 articles.