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As marketers. we have more tools than ever to share messaging including the internet, social media, content networks and artificial intelligence. It is easier than ever to create a “firehose” of information because of the availability of a rising number of channels willing to disseminate information — fact or fiction.

Using fictional propaganda conflicts with what we expect from a business (honesty, ethical behavior, transparency). However messages received in greater volume from a greater number of sources are typically more persuasive and impactful, especially if you artfully architect the framework. The formula works either way. So why aren’t more companies using it?

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