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"the self-proclaimed personal brand gurus out there aren’t making it any better. Look, great brands are demonstrated, not told. If you say, "Our company stands for innovation," your customer will say in return, "I’ll be the judge of that." Branding is strategy, and just like any other important corporate strategy, companies should show, not tell."
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Ultimately, Denton says, he’d like emulate the TMZ model. “I’d love to have their reputation — as the place you go if you want to make a buck.” Dream big!
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