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How many times have you eaten at a diner that's "Famous" for their pie? And how many times has the pie been mediocre? "We're famous for our pie" is a brand statement - and it's easy as pie to proclaim it. Living up to that promise is another story. Your own brand isn't necessarily what you want it to be; instead, it's the sum of all the ways your customers experience your company. And what consumers think of your brand may be very different from the message you're putting out there.
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