Marketing works better if the marketer believes in the product. Game design can help with this, if the company allows the communication between designers and marketers.
Sometimes, though, we are working on a game we don’t really believe in. We are there just for the job, someone above makes all the calls and we do not see any value behind the strategy. It happens, more than it should actually.
Everything gets more complicated from there, so one of our duties in this case is to find common ground and push to focus the efforts on that. Because only that may become unique, in the end.