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curious catBrands, like reputations and trust, are built slowly, emerging from a moment. The moment an employee takes time out of her busy day to escort a lost customer around the premises, the second a co-worker decides to compliment another, and from that exchange, good feelings emerge, and customers are served better than they would have been. The moment always begins with a choice: a choice to build a bond or to destroy one, or to be apathetic to what surrounds us, the choice to ignore and to ensure that no one is heard.

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