Affinity is a new concept: a new way of thinking. This book examines cultural consumer anthropology. It is about observing and understanding consumer behavior and 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 re-connection between business and the street, between the storyteller and the listener. Storytelling is fundamental to creating affinity and leadership in our society. Brand 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. It is the key to understanding consumer choice in the 21st century!



Author Bio: Howard Aster taught at 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 volumes and has published over 100 articles.

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 South America and Europe. He sold this company in 1998. He has been a consultant to many major national and international companies including ford Motor Company, Toyota Europe, DeBeers, Four Season 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.