Marketing has one future: branding – that is, assuring buyers they’re getting what they want by providing them real values.

The only way a brand can prove superiority is by understanding accurately the experience of ownership. This goes beyond what was bought to why it was bought and the exact satisfaction the owner got from the experience of ownership. Granted all buyers are not alike. Some buy cars for looks, some for speed, some for comfort. But in each instance, there is a common value they look for and get. It might be a sense of entitlement, of being cared for, or of extended power.

Whatever it is, the experience is common to most buyers. It’s why they buy this car and not another. It’s how the manufacturer gives them what they want over and over again.