I've heard of this idea before under the term "Lifestyle Advertising". You don't sell the product, you sell a "culture" that "exists", with your product being a

I've heard of this idea before under the term "Lifestyle Advertising". You don't sell the product, you sell a "culture" that "exists", with your product being a means to signal "membership" in that "culture". Things to Google: - LessWrong "Applause Lights" - Burning Man Ten Principles (specifically, Decommodification, Radical Self-Expression, and Participation) PS - I really like the point about "you need to know that everyone else knows what this means..." - that's a good point!