Capturing the attention of today's consumers requires brands to be fearless, writes Sandy Thompson, Young & Rubicam global planning director. That includes being honest about company imperfections, as well as a willingness to experiment and to allow brand tension by giving consumers a voice. "[A]dopting an attitude of fearlessness isn't easy. We're afraid of making mistakes because there is so much at stake ... And we will inevitably make mistakes -- but when a fearless brand does, it will go back, retest and try new things."

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