The reality is, the greatest companies in the world don’t sell. They brand. Think of Apple as a prime example… When, if ever, have you received an advertisement from Apple telling you to BUY their product? It never happens. Apple focuses on building a relationship that will last by deploying all of their energy into branding and showcasing how your life will change once you switch to iPhone. Their ads are about sharing an experience, about the simplicity and ease of use of their products. About how great it is to use the Mac. It’s all about branding.