references/figures/les-binet.md

# Les Binet

## Contribution

A decision card for the Marketing Effectiveness school. Use the principles, not the personality.

## Principles

- balance demand capture with longer-term brand effects.
- measurement horizon changes what looks effective.
- reach and emotional memory can matter beyond immediate response.

## Apply when

- The current decision matches this figure's documented area of contribution.
- The principle can be tied to evidence, a mechanism, or a testable assumption.

## Do not infer

- The figure's name does not settle a disagreement.
- Historical work is not evidence that a current market fact is true.
- Do not mimic personal voice, mannerisms, or biography.

## Connected theories

- `long-short-effects`

## Counterweights

- Compare with `claude-hopkins` when the principle would otherwise become a universal rule.

## Sources

- `source:binet-field-long-short`