Marketing is the story insiders tell outsiders to influence them in some way.

Lore is the story insiders tell themselves to manage their own psyches.

Lore is all the competing mental models for effective action going around, under conditions of imperfect knowledge. Lore is some mix of received wisdom you opt-in (or buy in) to, lazy imitation, and some original thought and ideation. It evolves as we collectively learn more about something, but the relationship between knowledge and lore is anything but straightforward.