Let Us Entertain Them: Why Fame Matters

The nature of our fad culture is driving more value not just to those who blow up, but to those who can hold on to their 15 seconds of fame, a task made harder thanks to our information overload.

To systematically build iconic brands, companies must reinvent their marketing function. They must assemble cultural knowledge, rather than knowledge about individual consumers. They must strategize according to cultural branding principles, rather than apply the abstracted and present-tense mind-share model. And they must hire and train cultural a... See more