In short, yes.
We can barely remember the days before Lululemon. This Canadian brand popped up out of nowhere and while they did do their own, very subtle advertising, most of their promotion and 'hype' was consumers. Consumers wearing the brand, sharing the brand and creating this brand as the replacement for jean wearing in public.
Wearing lululemon became this signal of a level of prosperity, this subtle nod to the belief in community, collective and yoga. It became the must-have, though you won't recall an advertisement, only some mall posters and a morning yoga class.
This is marketing promotion, branding and placement.
It takes a community, that's what they say. In a study in class we learned about the crux of developers, they sell these homes, whether a condo, loft or multi-unit in a community and they dont get to reap the benefits of the best of the community > when the community is established and has increased in value because of the residents, shops and amenities. Its the people living in this community that create that, and should benefit from it, and in the discussion, this is the 'job' of the community. The community creates the community - biopolitical marketing. Now this established community is its own sense of advertisment of the benefits of this community - created by consumers.
I think craft beer is going this route and we will see the growth of this market based from consumers sharing their experiences (kind of like break making during the pandemic)