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EXHIBITING- March 2011 the mask of brandingmarketing focusRichard Johnwants to know how you will captureconsumers who are now looking beyond the logo whenchoosing brands.Procter and Gamble (P&G), oneof the world's biggest spenderson advertising has, you mayhave noticed, changed its advertisingstrategy. It has started highlighting itscredentials rather than emphasisingbrands from within its stable, such asPampers and Pringles.Now, where a company like P&Glead, others will follow. In 2009 thebusiness behemoth spent just under£180m on advertising in the UKalone. It was just ahead of theCentral Office of Information(although that gap is going towiden dramatically). Worldwide,P&G's advertising spend was £5.5bn.Is this significant? You bet! Thestrategy is designed to win overpeople interested in the companybehind the brands; a touch of the"BPs in reverse" if you like. Aspokesman said: "Now is a goodtime to do corporate brandingbecause people are more concernedabout where brands come from, whois behind them and if the company isan upstanding one".Of course, part of this change instrategy will be because P&G is a2012 Olympic sponsor, but thecompany has always had a topnotch reputation for being ahead ofthe curve when it comes to research.Following suitArla Foods, owners of brandsincluding Anchor, Cravendale andLurpack, has also confirmed it'll beembarking on corporate brand-building campaigns. Unilever, whoseReveal yourself:slogans and advertising aren't enough to attract consumercuriosity anymore