"Transforming a brand into a socially responsible leader doesn't happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values."

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Tricks you need to transform something which appears fantastic, unbelievable into something plausible, credible, those I learned from journalism. The key is to tell it straight. It is done by reporters and by country folk.

— Gabriel Garcia Marquez