Alan Bergstrom, who established a brand-strategy consulting practice for the Boston-based consulting firm Dove Associates Inc., has gone out on his own.

Mr. Bergstrom has formed Brand Consultancy in Atlanta with Ward Randall as managing director.

They have also created an educational arm, the Institute for Brand Leadership, which among other things will confer an annual Brand Leadership Award.

"Our focus will be on industries such as financial services, health care, telephone and cable, computer hardware and software, and utilities, which are beginning to recognize the competitive importance of brands and the potential for growth they can provide," said Mr. Bergstrom.

He vowed to "treat the brand as something more than a name, a slogan, or a logo," something that "represents the sum of all points of encounter, including advertising, distribution/delivery, the point of sale, customer service, and so on."

Mr. Bergstrom has worked on "brand power" for more than 10 years, for such client as Visa International, Holiday Inn Worldwide, and AT&T. Mr. Randall was most recently founding partner of Right Brain, a research firm, and earlier worked with Mr. Bergstrom at the Naisbitt Group, associated with the futurist John Naisbitt.

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