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Affinity is a new concept, a new way of thinking. This book examines cultural consumer anthropology. It is about observing and understanding consumer behaviour and influencing that behaviour.Affinity is all about culture and the way we live, about the artefacts 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. Brands come and go and try to recreate themselves. Good brands attach themselves to memory 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 twenty-first century.