I very much appreciate the challenge and disagreement, Chema. I am fascinated by the ways brands have evolved and this idea of culture is one of them. This idea is what I explored in my last book called "Belonging to the Brand." The loyal community you mention for Nike is the ultimate emotional connection. However, the ultimate goal must be creating customers, whether that is through a community, a culture, or a Super Bowl ad. If I had a marketing director that told me she was creating a culture, not customers, I would find somebody else. If you don't have customers, you don't have a business, and in this way, Peter Drucker was still correct.