A brand is the sum of the good, the bad, and the ugly. 

It is defined by your best product as well as your worst product. It is defined by great advertising. It is defined by the accomplishments of your best employee as well as the mishaps of the worst hire that you ever made. 

As such you can't entirely control a brand. At best; you can only guide and influence it. 

To experience long-term success we will create the most compelling, relevant, and consistent brand experience for customers. Either you make the customer experience, or it will get made without you.

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