And a strong brand has to be rooted in something accessible. Something consumers can relate to either by association or by aspiration. Something that makes them feel that by supporting the brand, they are part of a community or tribe of like-minded consumers and fans. This is as true for toothpaste as it is for a cookie or, in this book’s case, a l

what would it mean for brands to stop pointing to culture, and to start being it? To do so, they would have to go far beyond marketing, to offer meaningful modes of participation. Is it even possible for companies to be in service of something greater than themselves?