>But once you’re already there, surely there’s no point? The problem here is that we have to keep reminding people if you want to remain relevant and on top of

>But once you’re already there, surely there’s no point? The problem here is that we have to keep reminding people if you want to remain relevant and on top of their minds. For example, you might have some positive emotions towards some brand from your childhood, but you're not constantly recalling it. Even if you had a positive experience with such brand, if you haven't heard of it in years you just forget it, or others take their place. You might recognize that brand if you happen to see it in the right context, but that's too much effort. We have too much going on with our lives to care. That's why Coca-Cola advertises with Santa every single year since 1931. Because they want to guarantee that in "(...) the most wonderful time of the year (...)", they're there. They're the happiness brand, that's what they sell you. And maybe, just maybe, you might choose them, over the thousands of options, for your family dinner, simply because of what they represent. Try to picture a supermarket (for the sake of a concept, since it's easier to visualize than ecommerce) - it's a fucking jungle, and we have to make choices every time we go there. Any nudge in the direction of your brand is a bias that people will have when they make a decision, a lot of times unconsciously. It's an expensive game, because you have to build it up and maintain it. Else you risk someone else taking your place. It worked very well in the past because a lot of those brands had a large "share of voice" in a time when attention was focused on few media (mostly TV). In this case, Crypto.com will be in the news just for this announcement, that's already free coverage. Then in every single game/show, people will hear and see them. They'll experience a range of emotions there. They'll grow accustomed to crypto.com, it will become familiar. It won't be the thing your nerd friend keeps talking about when you meet him, it'll just be there. And then maybe when someone wants to choose a crypto service, MAYBE, they'll default to crypto.com instead of other services that might look "shady" in comparison to the guys that have an arena with their name - those guys are more real than the rest. They must be trustworthy right?