I try to explain to people that you get the roles that are right when they're right. If you have a nerd character but you're kind of a cool guy you're probably not going to get the nerd part. The nerd is going to get the nerd part. You know someone like me.

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Perhaps the most effective way to describe the approach a brand must take is to think of themselves as social cartographers. By that I mean that brands must simultaneously inspire engage and maintain a series of conversations taking place within certain cultural landscape specific to their business goal.