Appreciation of the history of the brand often differentiates the true believers from the more opportunistic. Knowing these things is a form of cultural capital (Bourdieu 1984; Holt 1998) within the brand community. It demonstrates one’s expertise, secure membership status, and commitment to the larger community. These brand mythologies reinforce community values and serve to inculcate the proper perspective. The status members obtain from migration from marginal to insider community status adds value to the consumption experience, and is an incentive for becoming a stronger and more informed brand advocate. Some marketers directly assist in the cause by publishing and distributing community socialization materials such as histories, important brand stories and myths, and insider talk in the form of marketing communications such as brand magazines. Again, we see accommodation and negotiation between marketer and consumer collective at work here.