Lights, camera, action!

You get a call from your hospital’s public relations office asking you to speak to the local news. Even though this isn’t your first time, your heart is pounding, with a mix of nerves and excitement. You start doubting whether you have anything valuable to say about the topic, even though, yes – you went through many years of medical school and residency before this moment. You are …

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When we think of a brand, we usually think of companies such as Apple or Coca-Cola with their recognizable logos and colors. We may also think about celebrities, such as Beyoncé and the Kardashians, who have large-scale exposure and garner massive attention.

But, what is a brand? A brand is a particular identity or image that’s regarded as useful or valuable. And, a brand’s identity is how a business wants to …

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