create culture
This is an hour or so long but the Converse/Anomaly bit in the first half is the most interesting.
Most notable is Paul Graham from Anomaly's observation.
'If you create culture you don't have to pay to interrupt it'.
A bold claim, culture is complex and multi-layered, but without doubt the Converse/Anomaly strategy of creating actual value first and foremost certainly situates the brand within culture and provides cultural artefacts.
Another way of saying; If you decide to be the thing that people are interested in, then YOU [brand] are targeted by THEM [fans/customers].
And, in an unprecedented second Doddsy quotation in 48 hrs;
'Think of your product/service as the customer's target and your marketing as a way of perfecting their aim.'
