What should always be in the back of your mind every time you send out a message or make a business decision? One word answers all these questions. The brand. Managers come and go. Factories may move from one country to another. Products change. And yes, people do die. But the brand can live on forever. People will pay a lot more just for a brand and what it says about the buyer -- even though they know it is no better than the unbranded alternative. It is like a business safety net. If you have a strong brand people forgive your mistakes. You can live off the "fat" of your brand for years without even advertising. Here's an example of a brand that's been around since before you were born. That commercial is over 60 years old. But the brand is still around -- stronger than ever with many profitable variations on the original. Your true long-term business objective should revolve around building the brand. Yet this is something marketers talk about all the time -- and much of the talk is rubbish. Would you like to know how to build a brand, and what it can do for you? I have a friend who knows more about this, and can explain it more clearly and entertainingly than anyone I know. His name is James Hammond and he wrote an excellent book on the subject for the Sunday Times business books series which is currently being reprinted. He explains