(Read this first)

Oh, really?

How about a reality check?

It’s ironic. People defend the 4Ps like they’re the Magna Carta, but toss around terms like “B2B vs. B2C” or “brand positioning” without thought—terms that overlap or state the obvious.

Truth? A business always sells to a person (hello, H2H), and positioning is inherently about the brand. If we’re going to be sticklers, let’s be consistent.

The 4Ps: Sacred, but are we using them right?

The 4Ps—Product, Price, Place, Promotion—are core for a reason. They structure strategy and give marketers shared language.

But let’s be real: they’re often misapplied.

• Product: Lists features instead of focusing on customer needs.
• Price: Discounts get attention while value capture is ignored.
• Place: Talk channels but miss how customers actually buy.
• Promotion: “More ads” isn’t a plan, it’s procrastination.

The 4Ps aren’t broken—they’re misused. Yet people defend them like careers depend on it.

Meanwhile, redundant terms like “B2B vs. B2C” slide.

Reality: every business sells to humans.

Whether pitching software to procurement or sneakers to teens, buyers are people with emotions, fears, and motivations.

• Humans want competence, minimal risk, working solutions.
• Humans want to feel good, solve problems, indulge.

Marketing connects with people.

Why cling to this B2B/B2C divide?

How about ‘Business 2 Humans’ instead?

Don’t even get me started on “brand positioning.” What other positioning exists? Adding “brand” is like saying “wet water.”

Another dumb rivarly.
Brand Marketing vs. Performance Marketing

Brand builds awareness.
Performance drives conversions.

But they’re not isolated. Strong brands make performance cheaper and more effective. Performance fuels brand growth by reaching new audiences.

This rivalry isn’t real.
They’re two sides of one coin.

When you strip away the jargon and bring “brand vs. performance” down to the execution layer—what the customer actually sees—it often boils down to aesthetics: beautiful/aspirational vs. ugly/utilitarian. Customers don’t differentiate between “this is a brand ad” or “this is a performance ad”; they just perceive what you put in front of them.

Why are we so selective about what we defend?

1. Nostalgia: 4Ps feel foundational.
2. Echo Chambers: Terms gain momentum through repetition.
3. Convenience: Easier to stick with old frameworks.

I recommmend holding everything to the same standard:

1. Call Out Redundancy: Stop using “brand positioning” or “B2B” as filler.
2. Use 4Ps Strategically: Not a checklist—make them work harder.
3. Unify Brand and Performance: They’re complementary, not competitive.
4. Focus on Humans: Forget B2B/B2C—understand people.

Finally.

The 4Ps deserve challenge. If we defend them, question the redundant buzzwords we’ve let slip. Heard of symmetry of logic?

Marketing should simplify, clarify, and create impact—not get lost in delusional jargon.