Shakespear was wrong

Positioning: The Battle for Your Mindを読んでいると次の文が出てきました。
Shakespear was wrong. A rose by any other name would not smell as sweet. Not only do you see what you want to see, you also smell what you want to smell. Which is why the single most important decision in the marketing of perfume is the name you decide to put on the brand.
文学とビジネスはやはり相容れないものなのですね。