All very true. Also a very good, practical and easy read:

"The 22 Immutable Laws of Branding" http://www.amazon.com/gp/product/0060007737/

I should probably print these out and stick them to the wall.

But first change 'effect' to 'affect'.

I am not sure I agree that people are persuaded by Ethos most rather than logos. What is the evidence you stated to be overwhelming?

I'd add - The best marketing is baked into the product, not bolted on later.