<DIV>This book is a cultural consumer anthropology. It is about observing and understanding purchasing behavior, and what influences that behavior. <I>Affinity</i> is all about culture and the way we live, about the artifacts around us and how we feel or associate with them, and it is the reconnection 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 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. <I>Affinity</i> is the result of an effective branding process and is the result of effective storytelling. It is the key to understanding consumer choice in the twenty-first century <I>Affinity</i> has immense repercussions in the political world. How do people connect not just with products but with politicians? <I>Affinity</i> is the clue, the key to unlocking this magic.</div>