The document discusses the evolution of marketing from focusing on product features to focusing on brand meaning. It notes that modern marketers aim to ensure customers find meaning and identity with a brand. The key quotes emphasize that great marketers make meaning rather than just products, and that customers want to know what embracing a brand says about them.

3. described the evolution of
marketing over the years.
From the times of emphasis
on features to the era of focus
on meaning.
In this era, the ultimate goal of
marketers is to ensure that
customers find meaning and
identify with their brand.

5. "IF I BUY FROM
THIS BRAND,
WHAT DOES
THAT MAKE ME?"

8. "GREAT
MARKETERS
DON'T MAKE
STUFF, THEY
MAKE
MEANING.”