because, as I've said before, the new model of marketing is to do stuff FOR people and then tell everyone else about it with advertising [solutions, not propositions]
Which is the other part of what I mean by reversing the polarity.
Advertising used to tell you how brands could solve your problems.
Now it solves problems and tells you about it, because everyone gets how products work.
I'm a bit of a fan-boy of Faris Yakob, but even without that disclaimer, its worth noting that there's a masters class in modern brand building unfolding over time on his blog. he's one of the best commentators on the intersection of commerce, digital media, digital culture, brand building, emotions, etc. Very much worth the time to read and understand it all.