This is a great video of Seth Godin speaking to an audience at Google.  Anyone who thinks that technology sells itself - and that marketing (or branding) is just a bonus -  needs to listen and watch. 

Even namers can learn a thing or two.  People don't buy products and technologies... they buy stories.  (Why else would anyone spend $25K per gallon for perfume?)

Yeah, it is 48 minutes long... but it is an excellent 48 minutes.

...except for the many spelling mistakes in the transcript.