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Tom Frank is the author of several fascinating books including The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism and One Market Under God: Extreme Capitalism, Market Populism and the end of Economic Democracy . In this interview, he discusses some of the ways that companies use "liberation marketing" to make corporate conformity look like countercultural rebellion. For corporations, he explains, "The most effective identities are found when a brand takes on the trappings of a movement for social justice."