" Unlike those corporations that focused on building a particular brand (e.g. Coca-Cola or Marlboro), or companies that created a wholly new sector by means of some invention (e.g. Edison with the light bulb, Microsoft with its Windows software, Sony with the Walkman, or Apple with the iPod/iPhone/iTunes package), Walmart did something no one had ever thought of before: it packaged a new ideology of cheapness into a brand that was meant to appeal to the financially stressed American working and lower-middle classes. "

― Yanis Varoufakis , The Global Minotaur: America, the True Origins of the Financial Crisis and the Future of the World Economy