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Guest post by: Scott Mader Become an Author

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The image of a company can be purchased and crafted much like an illusion that a stage magician performs. The identity of a company is the real version of what customers see and experience when patronizing the company. Huge difference.

It is quite possible and often likely that companies that have paid for an image have quite a different identity. Grassroots marketing people like your truly discover and bring out the true identity of the businesses we represent.

Here's a quick example; an area has an Avis Rental Car location which has an image of "We're number two, so we try harder." But also in the area is Joe's Rental Cars, a local guy who serves free hot dogs and always has cars in stock. The first has an image, the second has an identity.

Image is fleeting and expensive, identity keeps customers talking and coming back.

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