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Growing a sticky brand makes your company stand out like an orange tree in an evergreen forest. It draws your customers to you; they'll understand what makes your company unique, and they'll choose it first. Growing a sticky brand creates a distinct competitive advantage. The challenge is that mid-market companies don't have endless marketing budgets and resources to advertise and grow brands like the big guys. They don't buy ads in the Super Bowl or rely on massive sales forces. Mid-market companies innovate to stand out. But the few that commit to the journey are rewarded. Growing a sticky brand generates more customer demand, higher profits, and reduces competition. Your customers will come back again and again, because they're fans. And the competition will avoid you, because it's hard to compete against a company with a sticky brand.
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