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Brand Patience

Why You Need It

“Patience is power. Patience is not an absence of action; rather it is ‘timing’; it waits on the right time to act, for the right principles and in the right way.”

—FULTON J. SHEEN

The absence of action requires impossible feats of self-control for the most seasoned executives and marketers with all the channels, platforms, and methods available to communicate a message. Yet the most powerful brands, the ones with the most impact, seem able to practice this restraint. They wait for the precisely right time to act. They understand when real-time marketing makes sense for what they are trying to communicate. They ...

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