The T-shirt was black with a big NRA logo on the chest: an AK-47 crossed with a burly arm. Underneath, it said: FREEDOM IS AN ASSAULT RIFLE. That was… - Max Barry

The first principle of marketing (okay, it’s not the first, but it doesn’t sound nearly as cool to say it’s the third) is this: Perception is reality. You see, a long time ago, some academic came up with the idea that reality doesn’t actually exist. Or at least, if it does, no one can agree what it is. Because of perception.
Perception is the filter through which we view the world, and most of the time it’s a handy thing to have: it generalizes the world so we can deduce that a man who wears an Armani suit is rich, or that a man who wears an Armani suit and keeps saying “Isn’t this some Armani suit” is a rich asshole. But perception is a faulty mechanism. Perception is unreliable and easily distracted, subject to a thousand miscues and misinformation…like marketing. If anyone found a way to actually distinguish perception from reality, the entire marketing industry would crumble into the sea overnight.

“Look, how about this: just once, don’t assume every person you meet has a personal vendetta against you.”
6 frowns at her drink. “That’s not a sound strategy.”

"I remember when you could always rely on those little street kids to pop a few people for the latest Nikes," Vice-President John said. "Now people get mugged for Reeboks, for Adidas — for generics, for Christ's sake."
"The ghettos have no fashion sense anymore," the other John said. "I swear, they'll wear anything."