There are two kinds of marketing. Brand-making, which is certainly important to a Nike or Apple, and transactional marketing, which is what leads you to buy a pencil or a sandwich based on convenience, a coupon, etc. When I buy a pencil, a car wash, or a sandwich — and this type of purchase makes up 95% of my daily buying habits— I am looking to serve my immediate need, with the best possible value in mind. Only my “why” matters. When it comes to most higher-level purchases like a car, a computer, or a $200 pair of sneakers, it’s more likely to make a statement and stand for something. There is certainly a business case for the company “why” but my point is that “standing for something” is not universally important.