He never gets to much of a point other than that there are challenges to marketing to the new generation of consumers. Really, it is a book that has a lot of cool ideas for marketing. Not much more.
People co-opt brands and make create their own meanings for them and there's not a helluva a lot the brands can do to control it, try as they might. Consumers do it for a variety of reasons and in a lot of ways, which is a huge chunk of the discussion.
The book explores the use of guerilla marketing tactics. It’s a textbook of modern marketing techniques. Your product has to be perceived as , “off-the-grid” in order to attract Gen Y, because they hate being marketed to.
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