People can try to reinvent themselves. I dont think you can really change who you are, though, because who you are is pretty much where you came from and what youve done up to now. – Eminem

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Brands must empower their community to be change agents in their own right. To that end, they need to take on a mentoring role. This means the brand provides the tools, techniques and strategies for their customers to become more effective marketers in achieving their own goals. – Simon Mainwaring
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