He points to the preppy subculture as an example of a convergent culture that brands such as Ralph Lauren and Tommy Hilfiger have capitalized on.

Changing relationships, McCracken argues, between consumers and producers have created new opportunities for brands to connect with culture.

Consumers do[4]For business's attempting to closely monitor culture, McCracken advises against employing "cool hunters" who "know only what suits them."

"[5] Harvard Business Review recommended the book in their 2010 magazine, stating "a CCO is necessary for any competitive, consumer-oriented company".

[8][9] Stacy Sullivan, the CCO for Google, was appointed by Sergey Brin and Larry Page to "enhance and develop" the corporations culture[8][10] Author and Advertising industry subject expert Lorraine Stewart has also advised Advertising agencies to appoint a CCO, to "create sustained competitive advantage and increase their own agency-brand value".