A man fell into a river while another man sat on the riverbank relaxing in the sun “Help, I can’t swim! I can’t swim!” yelled the man in the water. “I can’t either,” said the other man “But I’m not crying about it!”
One is in the water and the other is on the bank. The context is different.
The pope can say something and you can repeat the same thing, but coming from you it may be meaningless.
Context is just as important as the content. The context comes from what the viewer, listener or reader thinks about your brand.
Originally published at Jean-Luc Boissonneault.