"I've heard of them" -- the value of being well-known name

Reading Seth Godin's blog post "On becoming a household name." So much of what we try to do in marketing is to build brand awareness so that when a user comes to the decision-making point, they say "I'll go with the one I've heard of." I think the idea of running banner ad campaigns that are all about pushing your name, and not necessary about getting clicks, is intriguing and worth testing.