We have a lot of words to describe advertising based on what channel it uses, or what stage in an imaginary funnel the marketing might serve, but a pretty poor

We have a lot of words to describe advertising based on what channel it uses, or what stage in an imaginary funnel the marketing might serve, but a pretty poor selection of words to differentiate marketing based on why a person might need a product being advertised. Everyone is trying so hard to convince everyone else that what they sell isn't a commodity, that navigating almost any purchase decision has become a nightmare, even for sophisticated consumers. Do I want fair trade coffee, or organic coffee, or locally roasted coffee, or cheap coffee, or coffee where the beans were previously shit out by monkeys? We're no longer trying to sell the coffee; we're trying to sell the idea that the differentiator is the most important thing. No longer is the first cobbler you see the one you choose to fix your shoes.