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There's a difference between a failure and a fiasco... a fiasco is a disaster of mythic proportions.

Failure is simply the non-presence of success. But a fiasco is a disaster of mythic proportions.

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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.