The Ruffian, Special Edition: Book Club

it’s just getting harder for brands, particularly new brands, to achieve and sustain that kind of fame because there are fewer opportunities for them to send messages that everyone sees, due to the way media has shattered into a million tiny pieces. Thus common knowledge is rarer, more valuable and more expensive than ever. The price of Super Bowl ... See more

brands solve coordination problems. Advertising taps a basic need of people to conform to the norms of the community they’re in

common knowledge is now harder to generate at the level of a nation, and easier to generate at the level of a group. That’s a perilous combination.