When you go to an expensive restaurant, you're buying far more than what the chef cooked.
(Source: Seth's Blog, The Circles Of Marketing)
Reminds me of the often quoted definition of a brand from Jeff Bezos, that goes something like: "A brand is what people say about you when you aren't in the room".
Marketing isn't about stealing someone else's idea, or pushing out more AdWords, or drilling in the hope that SEO is the future.
It's the whole thing. From product to experience and everything in between.
You might even re-draw the circles as an inverted pyramid, where each layer builds on top of the other and removing any of the layers would make the pyramid unrecognizable.