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The flawed hero

RudolphDrew McLellan is the Top Dog at McLellan Marketing Group

As I've been embracing the season with a big dose of Christmas movies, I have noticed an emerging theme.

With every movie -- we cheer for these flawed characters and celebrate when they overcome the odds and learn to be true to themselves. 

We don't discredit their abilities, or assume they aren't capable of achieving great things. In fact, their hearts and their flaws convince us that they're going to try a little harder, care a little more and deliver something remarkable.

There's a marketing lesson in there for us as well. We try so hard to hide our flaws. We mask our mistakes, cover up our worries and will do anything to keep our customers for seeing the human side of our work. I hate to break it to you -- but they know we're human. They know we make mistakes.

And they're ready to forgive us and give us another shot.

Smart marketing and branding is not hiding your humanity but preparing for it. When you mess up and aggravate a Bumble -- you need to apologize in a way that's consistent with your brand

It's when you try to disguise or deny that humanity that you get into trouble.

Remember that great branding is about connecting at an emotional level with our audience. It's tough to connect with perfection. But a flawed hero who will try harder, care more and deliver something remarkable?

That's a brand people want to do business with. So don't be afraid to show you human side.

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