By the 1990s, the brandmasters had begun to study teens like an anthropologist would study a foreign culture. At the same time, branding was up against its deepest challenge yet. The so-called Generation X was in active self-defense against the marketers, adopting a posture and lifestyle that resisted the very notion of cool itself. Of course, they turned out to be a market ripe for harvest.

Adbusters Magazine Sep/Oct 2003: "Brand Cool"