Klein explains that earlier marketing strategies relied on the quality of the product and the faithfulness of the customer to believe that the product was worth buying because of the brand name. But as advertising progressed there was explosion of advertising firms and money put into advertising it began to turn into selling not only the name, but a lifestyle and concept behind the product. Gap specifically took counterculture figures and put the in khakis too show and sell there khakis. "The campaign was in the cookie-cutter co-optation formula: take a cool artist, associate that mystique with your brand, hope it wears off and makes you cool too." By selling the artist with the brand name of their khakis, they began to sell an exclusive lifestyle.
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