If you look at a picture of the Earth at night, taken from space, you’ll see an intense concentration of electric light in the western industrialised nations. So much that it's hard to see the stars from there anymore. Advertising and marketing of all kind is equally prevalent. There's almost no blank space anywhere. As a result, it's very hard to stand out. The conventional answer to this problem is to make more noise. But what happens in a crowded room full of people talking? You raise your voice. Not helpful it you're attempting seduction. How do you make people listen? By being imaginative. Entertaining. Enthusiastic. Saying something original. Having ideas. But also, by listening to them, and talking about things they're interested in. What you don't do is yell, or lecture them, or give them orders. The most successful marketing is invisible. It's so attractive, so well in tune with it's audience, and so interesting that it doesn't feel like marketing at all.