Good on you if you want to take risks in your marketing. But don’t push things too far.

For example, while humour can be a really effective marketing tactic, offensive humour will only upset your customers.

Also, while it’s all very well to portray the glass as half-full rather than half-empty, you don’t want to falsely claim it’s at 80% capacity.

Another boundary you should avoid crossing involves fear. By all means highlight real concerns, but don’t resort to the low-brow marketing tactic of inventing or exaggerating problems.