For better or worse, the more someone is exposed to a brand, the more credible and trustworthy that brand becomes in their mind. We all like to believe we judge things on their merits, but frequency has a substantial impact.
It seems obvious, but many companies look to their competitors and colleagues for marketing ideas, rather than their customers. They follow the behavior of other brands rather than following the behavior of potential buyers. They follow the behavior of other brands rather than following the behavior of potential buyers. They show up where their competitors show up and attempt to outshine them.
You see it everywhere, companies selling a glowing, perfect future for their customers. A company that sells personal finance services will often talk about a rich retirement and passing wealth down to children. A fitness company will often talk about a healthy, fit, energy-packed future self. Colleges will sell a vibrant career with endless opportunities and fulfillment.