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For Jonathan Jadali, CEO of Ascend Agency, a PR form that works with top Fortune 500 companies, a brand is not a tangible thing. As he told me in a recent conversation, it is “a strong feeling that a business creates in the minds of its customers, that creates an emotional bond and passion for their businesses and produces loyalty.”
Here are some more insights into Jadali’s three-step approach to creating a brand that lasts.
1. Find your soul
A business without a soul might get sales, but can never build a following. “I have worked with scores of companies, and I always noticed which ones