Say not that honor is the child of boldness nor believe thou that the hazard of life alone can pay the price of it: it is not to the action that it is due but to the manner of performing it.

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In fact I believe the first companies that make an effort to develop an authentic transparent and meaningful social contract with their fans and customers will turn out to be the ones that are the most successful in the future. While brands that refuse to make the effort will lose stature and customer loyalty.