Brands should think twice before hitting the headlines with tales of sales success.

As marketers we should realise that bigger is not always better in the eyes of the customer.

Customers avoid in-your-face brands that yell about their achievements.

We picture travel chaos when airports boast about record passenger numbers.

We shun house builders that trumpet quantity while saying nothing about quality.

Consumers don’t want biggest – they yearn for better and prefer best.