Branding is big business these days, but when Hans Hulsbosch started his North Sydney-based branding agency in the 1980s, it was a different story. ?The first 10, 15 years, all I did was walk into brick walls. Branding wasn?t taken seriously, it was just that thing that had to be done on the side and there was never any money in it,? says the Dutch-born Hulsbosch. It was brands like Nike and Apple that helped move branding beyond letterhead printing, and the hard work of the ?80s has paid off for Hulsbosch. His company now employs more than 40 people, and includes such large-scale luminaries as Woolworths and Virgin on its client list. ?Now, every CEO is trying to picture and work out what it is, what does it take to become that brand,? Hulsbosch says. Hulsbosch sees brands as building relationships between consumers and a product ? a key aspect to wider business success.
http://www.smh.com.au/small-business/growing/designer-gave-branding-its-flying-start-by-thinking-big-20120819-24ghd.html
Source: http://blog.readysteadyprint.com.au/branded-business-success/
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