Pushing the boundaries can be an effective marketing tactic, but there are four boundaries you should never cross.

The first three, hopefully, are obvious – don’t produce marketing that is racist, sexist or homophobic.

The fourth boundary may not be obvious – don’t talk about your rivals in your marketing.

This is a bad idea for two reasons. First, you’re giving them free publicity. Second, you’re putting the focus on them, when your focus should really be on your customers.