More and more people are seeking out brands with authentic stories. Brands with authentic stories should live and leverage those stories. Brand without those stories can't make them up. (In the information age truth will out.) Instead, they should build them -- not as marketing gimmicks, but as part of their brand essence and organizational culture.
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From a Passenger on Jet Blue Flight 1052: Why Steven Slater Has Gone From Working Class Hero to Public Enemy Number One