Marketing can cover up a lot of sins in the sense that Nike came up or your agency came up with the, just do it slogan. Apple has built this incredible culture around the identity of being an Apple person. But then you also have brands like Patagonia that I would argue is sort of the zenith of what brands aspire to be.
Today, Marcus Collins ("For the Culture") says that if you want to understand someone, you can learn much more from their tribal communities than their demographics.