The concept of branding has taken on a life of its own. Books and articles on the subject are everywhere. Conferences are plentiful. People are talking about their brand, their branding process, taglines, logos, and how they have worked to create a brand that will sell them, their company, and/or their products and services. But branding is not done overnight. The time, costs, and people involved in creating a strong, living brand can be extensive.
So, just what is a brand? Brand can be defined