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Why should I want your shoe brand? Why should I have to notice your shoe brand? Is your shoe not so good on it's own that anyone who buys one will go out of their way to tell everyone they know?

It isn't?

Then go away.

It's my attention. What right do you have to purchase it?

Why do you think I am familiar with Nike and Adidas? Why would someone look to buy them instead of looking objectively at whats available?

You're competing against the very thing you're arguing for.

You make it relevant instead of merely making it present.