If you want to be hip, you'd better start drinking "PBR" or Pabst beer, or so says The New York Times in an article entitled The Marketing of No Marketing.

It's actually a good read on the philosophy of marketing or how or how not to gain market share.

The best bit -

"But any trend with even the slightest commercial implications in the American marketplace immediately becomes subject to two iron laws. The first is that it will attract a swarm of consultants, marketers and journalists, trying to deduce the trend's origins. Second, efforts will be made to amplify and prolong the trend, profitably."