And are you taking all of them into consideration?
Everyone other than the customers serve as an *audience* for the customers, particularly for the customers who are buying for status, or to associate the brand’s identity with their own. W/o the fans, observers, commenters, etc, the customers are only buying for the utility of the product. The further up the price and quality stack we go, the more of the purchase value is a signal to self and to others.
This is an awesome taxonomy.