We're wasting time and budget chasing people who won't buy from us today, instead of looking at people who may buy from us tomorrow.

Future buyers are forming opinions right now about which brands seem familiar, credible, and worth remembering for the future.

When they eventually need whatever we're selling, they'll begin with the brands they know and have already heard of. They'll start with whatever names already sit in their head because that's how brains work.

Yes, we can call it "brand building" in whatever vague way that's come to mean today. But at the end of the day It's about having us pop-up in someone's memory before that person needs to make a buying decision.