Branding a hot business buzzword in the early 90s, has come front and center again. Small businesses are rediscovering that branding is a surefire way to make or break a product or service, and the company that produces it. Every business can benefit from branding, right down to the independent contractor working alone. It's becoming increasingly vital to keep up. Buyers either business or consumer have shorter and shorter attention spans. Entrepreneurs must constantly recharge existing brands and devise new ones. Branding and marketing go together.  "If you can build a powerful brand you will have a powerful marketing program. If you can't, then all the advertising, fancy packaging, sales promotions and PR in the world won't help you succeed."