I think the word “marketing” sparks a lot of emotion when it’s mentioned. Marketing, within the realm of technology, is the subversion of public opinion of a service with the purpose of gaining more traffic to said service. What @j12t seems to be suggesting is a collectivist effort to provide shared messaging of the strength of the Fediverse. What I also interpret this to be (especially after reading the article) is explaining the benefits of the Fediverse without having to explain what the Fediverse is (or the Fediverse as a concept).
This is not a small project — Mastodon literally hired a consulting agency to help them brand (create a shared design and messaging for the service) and market (give more stories centering Mastodon and its capabilities in relation to people).
What I hope people can look towards is how we could work on sharing such said messaging (and potentially assets) to brand (help influence the design of) the applications and services surrounding the Fediverse such that people less familiar (or not at all) can have a starting point to work with. Frankly, if this works here — and if it worked well — this would make it harder for Facebook to interact with the Fediverse because we’d be in a more credible space to highlight the existing harms of Facebook (and general corporate advertisement-driven social networking platforms) and show why it’s imperative for people to leave. That doesn’t (and shouldn’t) be the goal but as a tangent, it’ll add a lot of strength to any project in the space.