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An excerpt from “And then there’s this”

Something I wish every person that sits behind the steering wheel of a brand would really, REALLY think about. It’s so apparent to us and so disheartening when it’s not apparent to them.

“Think about just this wrinkle: through the Internet, our microcultures all now have watercoolers of their own, and the social pressure within those cultures to rally around common cultural products can be far greater than in the old, offline world. Also: our microcultures, being available online to membership by everyone at all times, can become magnets for huge followings – at which point, arguably, they are not so “micro” anymore.”

Page 55. Bill Wasik wrote the book. Published by Viking.

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