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“By nature, people hate being wrong or admitting failure. Ironically, listeners lean in to a storyteller when s/he shares a failure. It makes the storyteller, the speaker, the brand more human, more accessible. When the listener is engaged, share the learning that comes from the failure. Next comes the redemption: When faced with the same situation, a different action was taken.”

Branding is all about storytelling. This includes being authentic, building tension, sharing your failures and successes, and much more. If you don’t know what makes a good story, how can you create a brand that people notice?

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