In this foundational trailer for Performance & Props, marketing professor Rahul Devinder Malik challenges everything you’ve been taught about consumer behaviour. We like to believe our purchases are practical, but in the modern "Identity Economy," utility is just a cover story. The truth is much more theatrical: we aren't accumulating products; we are collecting props to survive a digital world that demands a permanent personal performance.

If you are a marketing student, brand builder, or practitioner tired of stale formulas and rigid metrics that treat human beings like numbers on a spreadsheet, consider this show your strategic antidote. This series is designed for the "Sovereign Strategist"—the modern marketer who wants to move past conversion funnels and start understanding the deep psychological masks and tribal tokens that actually drive culture today.

Hit play to discover how ordinary objects—from smartphones to suitcases—shape who we are, and find out exactly what it takes to build a brand that matters in an algorithm-driven world.

The curtain is going up. Welcome backstage.

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