I don't think the article is arguing against marketing. He's arguing against the 'launch' as the focus of marketing, and suggesting instead that building a brand should be the focus of marketing.
Building a brand is a long, ongoing process. You need to have a self-consistent set of values, and those values need to show through in your products. (I mean, there is more to having a brand, but without those consistent values, the other stuff doesn't matter.)
Building a brand is a long, ongoing process. You need to have a self-consistent set of values, and those values need to show through in your products. (I mean, there is more to having a brand, but without those consistent values, the other stuff doesn't matter.)