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Businessman with red cape and mask If your marketing prepared them, your prospects will focus on details that set you apart and assign a brand that differentiates you from your competition. (Photo: Shutterstock)

At its core, marketing is about strengthening and communicating an organizational brand. Everyone has one; it’s a matter of whether yours is intentional or accidental. While a brand is assigned by others based on their experiences, marketing is a chance to influence the brand.

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