Recently, on Twitter, someone posted the ludicrous assertion that marketing is a tax you pay for not having an unremarkable product. If only it were true. If only the best products prospered and the worst ones disappeared. Sadly, you don’t need to be a CMO to visit a mall and see proof that the world is not so simple. You do, however, need to be a CMO to make sure that a good product gets a chance. I take on this trendy dismissal of professional marketing in my latest piece for Canadian Business. And, as it went to press, watched Uber, with its kickass product and tone-deaf brand, prove my point. Comments, as always, most welcome.