That's Not Marketing Either.

Actually, no. A brand should exist solely to meet a customer need and, if it does, then its needs and those of the customer will be congruent. A construct doesn't have independent needs.

On the other hand, a company does have independent needs and this suggestion is more a reflection of the interconnectedness of marketing and corporate strategy than anything else.

Successful corporate strategy connects the needs of customers to the need of a company to achieve a return on investment. Not vice versa.