"What can we learn from the food truck? What are the cultural trends and trajectories in evidence here? Consumers are telling us that they prize drama over utility, scarcity over ubiquity, novelty over the guaranteed sameness of the national brand. They want brands that are porous to the world, that integrate with the world. They are prepared to embrace brands that take a little more effort, especially if that effort rewards them with something that is exciting and rare.
Yes, consumers are willful and contrary. But in the process they are signaling us that the old rules of innovation, marketing, and retail (keep it simple, make it cheerful and unmysterious, lay it on everywhere, and lead with the functional benefit) are now in shambles. The world is changing."
From obsessivecompulsive.
