NY Times “Consumed” columnist, and Murketing blogger Rob Walker has a new book coming out, called Buying In. In the book Walker argues that while we’ve been hearing that brands are dead, and advertising no longer works, this accepted wisdom misses a much more important and lasting cultural shift. As technology has created avenues for advertising anywhere and everywhere, people are embracing brands more than ever before–creating brands of their own and participating in marketing campaigns for their favorite brands in unprecedented ways. Increasingly, motivated consumers are pitching in to spread the gospel virally, whether by creating Internet video ads for Converse All Stars or becoming word-of-mouth “agents” touting products to friends and family on behalf of huge corporations. In the process, they–we–have begun to funnel cultural, political, and community activities through connections with brands. “Buying In’ won’t be available until June 3, but you can pre-order a copy here.