A recent Harvard Business Review article, "Marketing Malpractice: The
Cause and the Cure," argues that the marketer's task is to understand
the job the customer wants to get done, and design products and brands
that fill that need.
"If marketers understand each of these dimensions [social, functional,
and emotional], then they can design a product that's precisely
targeted to the job."
Err... Okay, the example discussed in the excerpt is milk shake, but
how far would you stretch the claim?