If you’re Coca Cola and you spend £1,000,000,000 on a Christmas TV ad of a bear drinking cola, does that increase your sales? No. It does nothing. But every year they’ll do it.

The only marketing that works is at the point of sale, and free samples. Anything which is just random and in public will not result in anything.

But the genius of the scam is, it’s not measurable. You bill £1,000,000,000 a year for marketing, and they can’t measure if it worked. How do you know if a TV ad worked? But they can’t withdraw the funding, because you’ll tell them their competitors will win. So the scam keeps going.