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All elements of the marketing mix should be coherent and aligned with the brand promise.
In my opinion the main element is determined by the competitive advantage a brand has because it is the lever than drives all elements of the mix to perform at peak level.
As an example, Airbnb is successful because it knows how to address renters' fears of allowing strangers to come into their home. Their marketing strategy is design on continually removing apprehension; why? because the only capital this company has is people's renting space and the only barrier to making a profitable business is the natural fear people have when they think about letting someone they don't know in!
In this example it is clear that the PPPP are irrelevant if one component is not fully understood and mastered: the competitive advantage.
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