I believe the answer is: Availability heuristic
Availibility heuristic make a people develop a bias that make them think if something can be recalled, it must be important. Constantly Hearing positive things about lottery, would make the people recall the good fortune that the winners experience and make them much more likely to develop the tendency to buy the tickets.
It made shipping goods difficult
The purpose of branding is knowing and consistently living from a true identity, from a real story, so that executive leadership, sales, marketing, product, support, operations, and corporate culture all align and mature in a compelling manner that is meaningful to anyone who encounters the collection of people
