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They usually depend on just making you remember them (the most extreme example I can think of is the “I’m on a horse” old spice ad from like 15 years ago, which admittedly is very clever/funny/well executed), regardless of the message or context. They just want brand recognition a lot of the time. You’re at the supermarket, you see 10 of basically the same cereal, but this one brand of cereal feels more legit or just “draws you in” because of a subconscious association. In that way unfortunately it works most of the time, especially if you don’t have a strong opinion on a product.