Because in order for any communication to work, it needs to be more engaging to audiences than anything else they encounter in the world. Making the audience not only notice the communication, but also share it and talk about it (which the media will too). Our communication will also become massively famous in culture. Thus, more people will see it and interact with the brand. Making more people exposed to the products. Therefore, more people will buy them. And the brand will achieve an increase in sales, equity, online community and company share price.