Manage Brand Fanatics and Brand Detractors If you're not selling a commodity, you're selling a brand. B.J. Bueno offers advice on encouraging its fan

By Karen E. Klein

Every business owner wants to cultivate a loyal customer base and avoid toxic relationships. But B.J. Bueno, founder and managing partner of The Cult Branding Company in Orlando, says doing so is not easy; it requires disciplined brand management and employee buy-in. He spoke recently with Smart Answerscolumnist Karen E. Klein about strategies that entrepreneurs with limited resources can employ to cope with brand fanatics and brand detractors. Edited excerpts of their conversation follow....

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