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Chapter 5: Live Your Brand Promise

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Standing by your principles in those situations when it is the risky and unpopular thing to do—is the test of a change agent’s mettle. I’m sure we all remember the Gap logo debacle.  Unfortunately, Gap rescinded their decision in the wake of public opinion. Don’t be afraid to take a risk and stand strong. Nobody is going to die over a marketing campaign. Prepare to live your brand promise in good times and bad.

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