"I see "demand creation" as a 20th-century construct that's bound up with advertising. It's an outmoded view of marketing that says, "First, we build a product or service, then we advertise it into people's lives." Embedded this view is the belief that companies control brands. This is a myth. My message all along has been that brands are actually created by customers, not companies. Companies only provide the raw materials - the products, messaging, behaviors - that people use these to create brands."

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I don't think there is ever a direct connection between the philosophical community and the wider populus. I'm very aware of this because I've been working on a book on ideas in global philosophy and you always find some kind of relation between the dominant philosophies in a culture and the folk philosophy but it's not a straight-down dissemination. It's partly bottom-up. Thinkers are the products of the cultures they grew-up in. They aspire to thinking purely objectively and universally, but they are often reflecting ways of thought that are embedded in a culture.

— Julian Baggini