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The largest, longest enduring companies in the world have brand. Think Coca-Cola, Starbucks, Nike. WeWork, on the other hand, had hype. In addiction treatment, there was a lot of hype, but little brand, which ended up being the downfall of many a treatment center. Many owners & operators don't understand brand. It's viewed as fluff or a byproduct of marketing. However, brand is actually one of the most important assets your business can build. Why is that so? How do you do it? These are questions Kelly Farrell, CEO of designRoom, and I answer on this episode.

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