Social media has created a world where individual customers can raise or crush a brand as easily as that company's marketing team, so marketers need to communicate honestly to manage expectations, writes David&Goliath founder David Angelo. Telling the truth, such as J.C. Penney's recent admission that knows it put off customers, helps brands establish who they are. "[B]rand winners will be the companies that learn how to whisper their truth into the ears of consumers and then let those advocates tell the world," Angelo writes.

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