Leo Burnett

I think you have to have a sense of humor about every movie that you're doing. Your character needs to be relatable in a way that, even when you're doing the most bizarre things, sometimes a bit of tongue in cheek is necessary to keep up the believability of it.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.