Type is powerful.
However, people tend to obsess over what things are said vs how they are said.
Great marketing occurs when you know how to do a combination of both.
If you are a luxury brand - please don't use a comic sans type as a font.
And if you are a cheap brand, don't fool us by trying to use an expensive type look like an expensive one.
Before we type, ask: What does this typography remind me of? Then work from there.
*Photo from fontsmith.com