Selling Identity, Not Just Products

Your favorite brand isn't selling you a product, they are selling you an identity.

Stop confusing marketing with selling because they are completely different games. Selling is just

the transaction of trading cash for goods, but marketing is the psychology that

makes you want it in the first place. It’s called the Marketing Mix. Companies tweak

the Product, Price, Place, and Promotion until the customer feels

like they absolutely need it. It’s why you pay triple for coffee just because of

the logo on the cup. If the marketing is actually good, the selling part

becomes automatic. You don't buy the shoes, you buy the feeling.