Not sure if I can agree. The Baker with the good sourdough bread does not do marketing. Yes, I know the name and where the shop is, but I buy the bread because I like it. Maybe also because I like their philosophy, attitude to the resources they use and way to run the business. But all that I learner after I started buying their products. On non food consumer items I can go further with you though.

How did you find their product in the first place though, if they don’t do marketing?

Every bakery has a sign saying they are a bakery. You see it as you walk past. Knowing that bakeries are unique people go in and try different stuff looking for products they like. That is as far from marketing you can get. If you define that as marketing then you are in the "everything is marketing" camp and we can just stop talking right here.