Wally Olins sets out the ground rules for branding success in the 21st century, explaining why understanding the links between business, brand and consumer has never been more vital for commercial success.
Brands and branding are the most significant contributions that commerce has ever made to popular culture. But branding has now moved so far beyond its commercial origins that consumer response has entered uncharted territory. It will be an essential purchase for everyone in advertising, marketing and business who needs to understand why the most successful brands in the world triumph by making insiders believe in them - and consumers buy into them.
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'Wally tells it how it is... a man who knows his stuff and refuses to mince his words' - Blueprint
About Wally Olins
Wallace Wally Olins, CBE was a British practitioner of corporate identity and branding. He co-founded Wolff Olins and Saffron Brand Consultants and served as their chairman. Olins advised many of the world's leading organisations on identity, branding, communication and related matters including BT, Renault, Volkswagen, Tata and Lloyds. He pioneered the concept of the nation as a brand and has worked on branding projects for a number of cities and countries, including London, Mauritius, Northern Ireland, Poland, Portugal, and Lithuania.
Table of Contents
1. Why brands are important to customers; 2. How VW, the ultimate craft-based company, fell in love with brands; 3. Where the brands come from; 4. Living the brand - managing service brands; 5. Brands on a global stage - homogeneity, heterogeneity and attitude; 6. Why brands are important inside companies; 7. 'Made in...' What does it mean and what is it worth? 8. Branding the nation; 9. How to create and sustain a brand - some guidelines; 10. Branding and making money; 11. Brands: who is really in charge? 12. Branding's future
Wally Olins. On B (R)and. by Wally Olins
Used - Very Good
Thames & Hudson Ltd
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