A startup with little brand recognition posts a blog entry concerning a topic of general interest to a demographic whose attention it seeks. A predictable discussion emerges with the company as a backdrop. Everyone rejoices that the topic has been broached, because they have well-informed, unique opinions to offer on the subject. Brand recognition is achieved, and because of the photographs of smiling, laid-back young people contained in the blog entry, the impression on the target demographic is a positive one. Everyone forgets it happened, and the cycle repeats again next week.