It seems one can’t attend a seminar or read a marketing newsletter nowadays without being told that the most important thing you can do is brand yourself, your company or your service offering. You are told that the only way you’ll make it is to stand out, to be (with apologies to Godin) that purple cow, that one Realtor that everyone will recognize as the alpha dog of your niche or territory. It’s the universal panacea for the decline of your business, market, sales and, by inevitable side effect, a guarantee of success. 
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