This book is a good reminder of the value for organizations to stay aware of social trends that may seem fringe, but have characteristic hints (detailed in the book) that they may expand to become a solid influence among a sub-section of society. Edwards details the brand building, social, and financial value that can be had when organizations uncover authentic ways to align with and support these marginal trends as they begin to rise to more mainstream acceptance. Innovation via social understanding rather than technological opportunity.

I found this book to be a bit confusing to read. As someone who has a bachelor's degree in marketing and also runs her own business (along with being a librarian), I had higher expectations for this book. I found it difficult to get into and while the stories of various brands shared in this title had some lessons, it was difficult for me to see how I could apply these lessons to my own business. It just seemed as if some of the lessons were just this perfect mixture of circumstances that allowed other brands to thrive. This book may be helpful to others, but personally I found it to be a bit confusing and not too helpful for me.