“The whole design of the logo, the interpretation of the logo, in terms of the visual look and the films, all that were a follow-on from the strategy of the Group, which is what made it real. For anyone who was interfacing for the group and who had seen the film or logo, instantly there would be a connection. You could sense the fact that this was what the group professed itself to be. Given the fact that we are still a fairly young brand, I think that in terms of it being memorable and the associations it has created around it, it binds people together even within the organisation. I think the brand has worked very well for us. The identity has done wonders for us in more ways than one.”