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AmiSight 12/9: Is Your Business “Guilty” by Association

Sometimes businesses are classified into a type of company that might cause issues for their brand.


In our business, we are "loan brokers." In a general sense, this is an industry that often comes under fire for unscrupulous behavior. We have to work hard to diffuse this.


We often work with borrowers who have had a bad experience with an SBA loan at a particular bank. They think this experience represents the SBA – but it is about the bank they were working with.


Does your brand have an "association problem," – and what do you do to try and fix it?


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