South Africa, Aug. 23 -- The second session of the Loeries Masterclasses included one from Nando's on authentic brand-building, based on the notion that the best way to build a brand is not to try.

Embrace brand values at all levels - Deirdre King, GM Brand Experience at Nando's

Deirdre King opened the session with the instruction for companies to embrace brand values at all levels of the organisation in order to establish authenticity and believability. She describes Nando's as being well known as a cheeky, bold brand with a bold voice, committed to telling it like it is, and telling the truth.

King explained that the Nando's font was originally created by hand, and that the new visual identity was created the same way in order to sha...