The word “branding” hit the business world about 15 years ago.  It quickly became the new hot buzzword.  It often and mistakenly is used interchangeably with words like “advertising” and “marketing.”

Rob Frankel, the author of “The Revenge of Brand X,” who has been called the best branding expert on the planet, says that branding is the most misunderstood concept in marketing today.  He says, “It is not advertising and it’s not marketing or PR.  Branding happens before all of those: First you create the brand, than you raise awareness of it.”  (more…)