Traditional marketing and branding has an inside-out approach. Understanding the customer or client is now the central challenge to B2B companies. This means that companies should adopt an outside-in perspective. The traditional approach first conceives of the company's business, its brand, and its marketing strategy. Then, it seeks to communicate these ideas to the "outside world" through tactics, viz. communications vehicles that carry the message outside. I propose the opposite. I propose that a company's marketing and branding has nothing to do with what's inside. My new approach to marketing and branding is to orient marketing and branding to the client or customer, not to what's inside the company. And I also place marketing and branding at the center of the company. In this way, a company becomes truly client-centered. Even business operations depends on marketing and branding. Indeed, I don't really believe there is any "inside" or "outside". There is no "message" trying to get outside the company through marketing. Instead, I have a postmodern view. There is no inside or outside. What the company seems to be it is. The brand is reality. And because the brand is client-focused, then a company really is who their clients think they are.