What comes to mind when you read the following words: “Likeable, witty, honest, trustworthy, passionate about excellence, smart, stylish, open-minded, and well-respected, with good morals and a lot of heart?

Your favorite teacher? Your best coach? Maybe your ideal mate?

Lesli Rotenberg hopes that the Public Broadcasting Service (PBS) springs to mind. As PBS’s senior vice president of brand management and promotion, Rotenberg builds the PBS brand around these human personality traits.

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