The days are long gone when “branding” meant finding a graphic designer to slap up a logo and a letterhead for your company. In the last 10 years, the concept of branding as a holistic exercise involving identity, design, and strategic positioning in the market, has become a global phenomenon.
Today, branding is about everything from what your business cards look like to how your staff answers the phone; it’s about how a company expresses its personality and its soul.
Flow did all the research and journalism for a corporate profile of well-known branding company Brand Leadership, which was published in the second half of 2006 in the Financial Mail.
Earlier in the year, Flow did most of the copy for the FM’s AdFocus supplement, brought out in conjunction with the annual AdFocus Awards, to honour the top achievers in advertising.