No, but if they see that brand protecting the head of all the people they see eat shit in GoPro videos, or on heads in the Winter Olympics, then they don't (fee

No, but if they see that brand protecting the head of all the people they see eat shit in GoPro videos, or on heads in the Winter Olympics, then they don't (feel they) have to do the research to see if it's a trustworthy brand. Obviously, this implied value gets taken too far on both sides.