The Digital Kool-Aid Acid Test: Introduction

Norm Johnston

This article introduces five trends in the digital industry, with links to more in-depth articles on the topics. These trends are:

The Digital Kool-Aid Acid Test: Introduction

Norm Johnston Mindshare, London

Introduction

Way back in 1968, American author Tom Wolfe wrote a book called The Electric Kool-Aid Acid Test.

Wolfe's book documented Ken Kessey and his merry pranksters as they took a physical and spiritual road trip via a psychedelic school bus and copious amounts of LSD. Along the way Kessey challenged people to "pass the acid test" at various parties around the San Francisco Bay area. An acid test, an old California gold-mining term, is used to distinguish gold from other metals, and in a broader sense whether a...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands