My thought was that most successful contemporary marketers understand that the mass-market tools for building big crowds, and perfected throughout the 20th century, no longer apply. They understand that the brands that can best identify with convergent individuals, then bring them together into crowds, stand the best chance of being today’s winners.
There is an interesting piece that builds on this idea at fast company design online, as part of the IDEO patterns series. It talks about six communities that have developed as the result of “powerful individualism”. Sure sounds like classic convergence theory to me.
None of these are package design programs or the result of consumer product efforts, but can smart marketers be far behind?