There are a lot of reasons that brands advertise. It might be to generate awareness. Increase consideration. Build trafﬁc. Deliver an offer. Drive sales. Induce loyalty. Inspire sharing. Get liked. Start a conversation. But simply, advertisers advertise to call people to action. Maybe it’s to get a consumer to buy something right now. Every brand wants that. But long-term thinking also demands that sometimes our only purpose is to get people to like us. Or talk about us. Or see us in a positive light.