Everyone wants mindshare. But if you’re manufacturing it, you’re just renting it. You can trend for 24 hours, 48 hours, even a week or more, and still be forgotten just as fast. Your brand doesnt have a super power I'm afraid, it cannot level up it's equity immediately. Hype isnt PMF. PMF isnt brand equity. You can't short cut attention into top of mind consideration either. Brand equity takes years to build. It’s built on: • Storytelling • Positioning • Salience This is brand strategy 101. There are no Web3 shortcuts. No tactic replaces time. No meme replaces meaning. Viral moments are great hacks. But fleeting and rare to achieve. Sure, you can roll out something totally wild and against your brand's ethos but the risk is a long-term hit to your brands credibility. No viral stunt is worth corroding your brands integrity either. Yes that's right, not all PR is good for you. The reality is, to build a brand...It always comes back to fundamentals. The strongest brands in Web3? They started years ago. They earned attention and kept it. Not by being loud every day, but by being remembered when it mattered. Consistency. A clever stunt might spark awareness, but without a brand behind it, it fades. So you're either stacked with hacks and S tier distribution or you'll realise the long term game is critical and that building your brand with the right cocktail ingredients, is actually important. Or your brand will simply just disappear into the feed. Ashes to ashes. Dust to dust.