All that is gold does not glitter

This is a poem that holds true for LOTR as much as it does for marketing. 

All that is gold does not glitter,

Not all those who wander are lost;

The old that is strong does not wither,

Deep roots are not reached by the frost.

We tend to look more at the appearance of something.

How it looks rather than the value of it.

I think one of the best qualities of a marketing person is not to be bedazzled by execution. Not to ride on the waves of trends and fashion.