Interbrand Sampson, the South African office of the international strategic branding firm, has been appointed Global Strategic Branding Partner to Sasol, responsible for rolling out and managing the brand over five continents.
The new Sasol Corporate Identity was launched in September 2001, delivering a vibrant, new monolithic identity for the group around the world. With its acquisition of Condea, the international chemicals giant, in November 2000, Sasol dramatically launched itself onto the global stage, becoming a serious world contender in petrochemicals.
Trevor Munday, Executive Director for Sasol, says; "Sasol needs to meet new, global challenges, and our brand is at the core of how we will achieve these. Recognising the power of our brand, we have focused on creating a strategically relevant and exciting one, now manifested in a dynamic, monolithic identity, and this will require almost fanatical attention to ensure that it is successfully applied and managed around the world in keeping with the new brand strategy."
Interbrand is arguably the world's leading branding consultancy, with 27 worldwide offices, creating, managing and valuing many of the most significant brands.
Jeremy Sampson, Managing Director of Interbrand Sampson, says that Sasol presents an exciting opportunity in a world where brands are being taken ever-more seriously. "Large companies are recognising more and more the importance and power of a carefully and cleverly managed brand. With Sasol we are delivering a new brand identity in South Africa, and an all-new brand to the rest of the world. We are responsible for managing every facet of the brand, from strategy, through corporate identity to communication. To centrally manage these aspects is the ideal way of ensuring absolute consistency and harnessing its true power."
Interbrand Sampson's clients include Telkom, Murray & Roberts, the National Ports Authority and The City of Johannesburg.
