Most brands have a gap between knowing this brand exists and what they do As time goes on more people become aware of brands versus becoming familiar More brands exist today than ever but the bar for “I’ll check this out” has been raised Things brands can do to change that: 1) Pair up with a good chain that understands distribution and has not and does not plan to reward farming behaviour. Co-market with them 2) Cover enough surface area on the timeline so people will actually give the statement “we know they exist but what do they do”. That objection is so much easier to handle than “we have never heard of them” 3) Win the 1-1s on a daily basis and most of this takes place away from the timeline. American Football analogy but the games won in the trenches. Same thing 4) Win the popularity contest and strive to become “cool”. That’s been done a ton of ways and doesn’t have a clear cut answer. Community members need something short term to look forward to while still having the goal in their mind long-term that they’ve made the right bet. Reinforcing the decision today helps tomorrow. Airdrops are a great way for this. People who make money are cool and those that make others money are even cooler There’s a bunch of other things I’m sure that can be added to this list but these seem to cover it well Let me know if you would add or disagree with anything I said