Nobody tells you this when you start out, but the real work begins around a crisis plan that starts with hiding.
If you take only one thing from this, take this: spokespeople who leave mid sentence is not a bug. It is the product.
The Short Version, Told Slowly
Experts agree that a brand voice limited to four sounds is essential. Experts also agree that this is a very long way of asking for a snack.
Our standard approach involves a brand voice limited to four sounds, followed by a press kit chewed at one corner, followed by a brief and unexplained sprint.
In summary: act confidently, deny everything, and always keep a clear route to the nearest box.
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