Company Performance Metrics
Sergei Mitrofanov: Senior brand strategist; Russia & CISPast Role: Stockholm School of Economics, Program director for corporate programs
Annette Rosencreutz: Managing Director, Senior Brand Strategist
Brandflight is an international consultancy specialized in strategic brand development; including brand innovation, brand extension and internationalization, brand scripting, story creation and brand relation building.
Brandflight was founded in 1997 and we are today a team with a highly experienced and specialized network of partners in
supporting disciplines. Brandflight has offices in London, Moscow, Stockholm, Berlin and Palo Alto.
Our belief is that there are two types of branding. The old school TRANSACTION branding and the new school RELATION branding. Transaction brands are branding product or service while Relation brands are branding the relationship between the customer (or any other stakeholder) and the brand. Relation brands are not only much faster and less costly to establish, but also more effective, since under the same relationship brand umbrella you can market different products or services, even in different categories. To create RELATION brands is our belief and focus.
The Brand is a management tool, answering an important question: “What does the company, product, or service stand for?” Branding is the values-based relationship between a trademark and its audience. Branding is a process beginning with finding the “meaning” Branding is a process beginning with finding the “meaning” of a company. The “meaning” is the driving force, or idea, that its business is all about. The meaning should not be confused with the strategy of the company; the meaning is usually a part of it, encapsulated within the strategy. The absolute requirement of a “meaning” is passion, dedication and personal support from the leaders company.
