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?

When brands connect with people who subscribe to the same belief, the congregation of people who subscribe to the same ideology, not only do those people buy from said brand, but they also use the brand to communicate their identity and share it with people who are just like them. And those people share it with other people who are just like them,