Murketing - what is it?

I just finished a book titled 'I'm with the brand'. This book is written by Rob Walker, who is a columnist for New York Times Magazines. This book is not of those (boring) branding textbooks, which typically focuses on branding theoretical frameworks. This book is about the relationship between branding and consumer culture. Hence, this book covers many consumer-centric issues, ranging from rationale (not rational) consumption, self concept to media consumption, sub-cultures and ethics. I have mixed feelings after reading this book. I feel 'refreshed' and  'inspired' as Rob has put forward many ideas that challenge the current thinking and practice of marketing. I feel 'informed' because he has provided many examples about how companies constantlt tap into consumers' sub-cultures to acquire novel ideas and inspiration in order to develop their branding strategies.

Besides feeling positive after reading Rob's book, I also feel 'ashamed' because I realise that I am, what Rob described as, a typical 'rationale' consumer. Rob discussed the concept of rationale thinking and consumption in Chapter Three. Rob put a strong emphasis on the distinction between 'rationale' and 'rational' consumption. Rationale consumption is about consumers making a purchase based on their self-generated rationales or justifications. Put it bluntly, consumers convince themselves that they need to make purchase. On the other hand, rational consumption is about making a purchase based on one's needs, rather than, one's wants or desires. Hence, rational consumption, strictly speaking, should be based on an objective and functional evaluation process. According to Maslow's hierarchy of needs, our basic needs are generally related to food, a shelter, some clothes (to keep us warm and protected) and, maybe, an automobile. But, do we need to have more than one pair of pants? Two automobiles? Three types of breakfast cereals? Four jackets or blazers? Five underwears? Six pairs of socks? And, a dozen of shirts or t-shirts?

Because of this rationale consumption, it sparks the emergence of MURKETING. Let's get back to the key theme of this blog ie Murketing. Rob introduced this terminology in this book to highlight the fact that consumers and marketing often intertwine with each other. The distinction between these two entities is consumers and marketing is often murky. Rob argued that many consumers might like to claim that they can see through marketing or they are immuned from marketing, but the reality is no consumer is immune from marketing. We, as consumers, are part of marketing. We are, in fact, living in a marketed society. Most of us, knowingly or not knowingly, are the marketers of many brands, especially brands that we like. Look around your living room, kitchen and/or garage, many products or merchandises occupy in these spaces have brands. Perhaps, a Samsung or LG flatscreen tv, a Nintendo Wii, an iPhone or Blackberry lying on the coffee table, a BMW or Fiat parking in the garage, a set of Tefal cookwares in your kitchen's cabinet, a box of Kellog's cereal on top of your fridge and so on.