“Understand when people are interested in your brand or category; and when they’re interested in other things. Remember: all categories and brands are low interest to most of the people most of the time … Don’t let that deter you: Talk to people long before they think about buying. Brand building is a slow process. Use creativity to influence people who’re not interested in your brand or what you have to say; and don’t force people to pay attention. Charming, memorable ads work better than ‘hard sell'”

Les Binet & Sarah Carter, ‘how not to plan’