I’ve always believed that if you are nice most of the time but you show a
dark side once, people believe they’ve gotten a sneak peak into the
REAL you. We are wired to read between the lines. It’s what a politician
says when he’s off mic that we find more compelling–especially when
they think they are off mic and they aren’t. That becomes the brand
truth. So we have to embrace that. The details, the hidden
opportunities, the 140 characters will tell this new world who your
brand really is.

– Andrew Keller

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