If Elder Scrolls Online was attending a comic con like http://www.ricomiccon.com/ ...
What would you expect to see at the comic con at the Elder Scrolls Online booth?
In Everquest you have the Everquest chick.
Guild Wars 2, you have Rytlock Brimstone.
Elder Scrolls Online should do living story and have main characters and promote them, because comic cons are one of the best places to advertise. Being unable to advertise at all is pretty bad.
You can do paid advertising as in get a booth.
Unpaid advertising aka PR, fans who dress up as characters... Appear in social media. Appear on fanbase sites.
But if there is no unique characters you are unable to do anything effectively.