DJ's story is about a body-shop owner who may not believe he understands marketing, but he is a great marketer by his actions for his customers. While he may not have a world-renowned ad campaign or $10 million logo, he has loyal customers who keep him in business because he not only understands auto-body repair, but he understands what is important to people.
This post said everything so well. It always seems that marketing agencies want to push the latest trend, whether it be logos, TV advertising, brand management, or social media, they treat each buzzword like it is the strategy, when the reality is these are tools to aid your business. The best marketing campaign will not keep a bad product alive forever.