Most brands are trying to build something for everyone. That’s why their messaging ends up resonating with no one. Look at Liquid Death. They sell water! The most commoditized industry ever. They won because they stood for something and spoke in a way that resonated with a small percentage of people. And for that group, it became an identity. You don't need more eyeballs and more marketing. You need a message that a very few percent of people will deem worth rallying behind.