A lot of us were taught the four Ps of marketing: Product, Price, Place and Promotion. On a one-way street from company to shopper these made sense. The marketer owned the communication and was in the driver's seat making educated guesses or decisions about the go-to-market strategy.
But in this day and age of ubiquitous communication are these the only Ps? With people having a way to share their voice (they always had one) there are other considerations that arise.
- What promise are you making to me?
- Where do you position yourself in my mind?
- Does your personality match mine?
Branding is about Promise, Positioning, and Personality - selling is about product, price, place and promotion.