Q&A: Rob Walker on the value of a narrative

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Three Wolf Moon is an ugly T-shirt. Yet somehow it became Amazon's top-selling item of apparel for months. It all started with a single fictional review on the site, attributing magical powers of feminine attraction to the shirt. Hundreds of similarly bogus reviews soon poured in, along with the orders. Ultimately, the Three Wolf Moon factory had to work overtime to fill the orders, and New Hampshire designated it the official T-shirt of the state's economic development.

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