I still don't understand what the marketing budgets of coke or pepsi or any other business has to do with innovation or consumer choice outside of potentially s

I still don't understand what the marketing budgets of coke or pepsi or any other business has to do with innovation or consumer choice outside of potentially spurring it? I read lots of stories of founder/entrepreneurs (like the one who wrote this blog post from my research) who can't build a business and then blame it on everything except their own failings to understand the fundamentals of business.