Em linha com a explosão de diversidade

"According to sociological studies, the aestheticization of everyday life and, thus, the aestheticization of comsumption are possibly the strongest characteristics of post-modern European societies. Post-modern individuals are on a never-ending identity quest; a quest to define the meaning of their lives. Consumers go to markets to produce their identity - specially their self-images.
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According to the English Marketing Society, recent research has revealed a powerful backlash among consumers in sophisticated markets against the common approach of consumer marketing. What is emerging is a tribal brand culture, where the brands are selected by consumers based on attitude and in-depth, sometimes expert, knowledge about the authenticity of a product, and where these brands become the ultimate expression of self. The allure of these brands is about discovery – consumers express the sense that they ‘made’ the brand.
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Consumers increasingly regard brands as shared cultural property rather than as privately owned intellectual property. Familiarity breeds ownership: brands ‘belong to us’ and not to the companies that own them.”

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Se isto é verdade... e fico a salivar por um dia ter oportunidade de ler "Consuming People: From Political Economy to Theatres of Consumption" de Dholakia e Firat... está certamente em linha com a explosão de diversidade sobre o qual se alicerça Mongo.

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Trecho retirado de "Working consumers: the next step in marketing theory?" de Bernard Cova e Danielle Dalli publicado pela revista Marketing Theory em Setembro de 2009.