To me brand is reputation and reputation is what people think of you. So if you want to have a “good” brand you have to accomplish two things:
1) Make people think of you
2) When they think of you, make sure it’s good things
#1 is relatively straightforward. The most common way to get people to think of you is Paid media.
So how to you make them like you? By making your interruption something they like. And trying to get them to buy something they may not want is about as unlikeable as you can be.