Oh I mean, everything from the Marlboro man to "Just Do It" to Apple's "Think Different" was basically a corporate hook carefully crafted to be an appeal to individualism - although Apple threaded a needle with respect to exactly whom they chose to glorify as exemplars. The marketing pablum of the past decade that appeals to tribal identity, or a lack of sense of self searching for identity, (socially conscious identity or its opposite number), and which talks down to people, is bad marketing plain and simple. It's also corrosive to a state of affairs in which people learn to take responsibility for their own decisions, as it places the onus or impulse on external structures. I'd much rather hear that I'm a rugged individual for smoking Marlboros than that I'm joining a burgeoning herd by "exploring" some new NodeJS framework. But hey, I was conditioned to reject authority in the age when rejecting authority was genuinely difficult and not a paved road. And my generation's ad agencies had to write campaigns that contended with that, which as deceitful and devious as they were, reflected a reality about our society's impulse to rebuff control which largely no longer exists.