Poor and failed brand, marketing and service experiences can naturally make or break a brand in what many call the experience economy. Customers can be creeped out as a function of personalized online marketing. Customers can have perceptions of dark/negative brand personalities. Brands need to consider being authentic and sincere and engaging in storytelling as a premium service. Not just for the sake of storytelling, but because that's backed up by your internal mission where employees buy into that story as well. Mansur Khamitov, assistant professor of marketing at the Kelley School of Business in Indiana University, shared those and other brand strategy and marketing tips based on his in-depth research in the latest CX Decoded Podcast with co-hosts Rich Hein and Dom Nicastro of CMSWire.