When I first started working, we were subjected to various "training courses" in various fields, not really a terrible idea, one of the fields was marketing. I asked why we spent so much on what I view(ed) as boring commercials for a product everyone knows about. Why does Coke advertise?
The marketing folks said if Coke stopped ads their brand would falter badly within a couple of years, same product, same availability, just no ads --> disappearing brand. And we had some really boring ads, the term "soap opera" came from that place. And I believe them.
Why pay $X million for a 30 second slot in the Super Bowl to advertize Coke? Makes zero sense, except it makes Cents.
Not everyone is as smart as Brad (BTW, thanks for the tip on BB ....)...