British singer Gary Barlow has no regrets about refusing to endorse products during Take That's original heyday - because they never "believed" in attaching their name to a brand.
The star reveals he and bandmates Robbie Williams, Mark Owen, Jason Orange and Howard Donald turned down big-money offers to promote products in the early 1990s, before they split in 1996.
Barlow admits seeing the Spice Girls' worldwide success in the mid to late 1990s, due in part to their endorsement deals, was hard to handle - but he's pleased Take That was never affiliated with a company.
He tells BBC Radio 2's Chris Evans, "We had a try at America, I know the Spice Girls did really well in America but they did things we never quite believed in like advertising Coca Cola..."
The singer/songwriter also reveals the band, which reformed in 2006 as a four-piece, and now boasts Williams among the line-up, is still bombarded with offers for personal appearances - and they turn down almost every one.
He adds, "Even today when we're offered millions of pounds to do corporate events we really think about these things and generally don't do them because I think it all just chips away at what you are.
"We're wealthy characters - we never go out there to make money, we go out there to enjoy it, to give people happiness, to show people what we've got and what we're doing now."