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. 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. 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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Book Description
Editorial Reviews
Review
At last, a book that demystifies brands without getting on an ideological track. -- Milton Moskowitz, co-author of The 100 Best Companies to Work for in America
Wally Olins...is a brilliant, merciless, witty deflator of corporate incompetence, management by wishful thinking...also a subtle and original thinker. -- Deyan Sudjic, Editor, Domus
Wally Olins...is a brilliant, merciless, witty deflator of corporate incompetence, management by wishful thinking...also a subtle and original thinker. -- Deyan Sudjic, Editor, Domus
About the Author
Wally Olins' seminal book Corporate Identity has sold over 70,000 copies worldwide. He is currently Visiting Professor at Copenhagen Business School and Said Business School, Oxford.
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1 of 1 people found the following review helpful:
4.0 out of 5 stars
They don't write books like this anymore,
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This review is from: Wally Olins on Brand (Paperback)
When was the last time you read a book outside of your own field and understood every concept? That's On Brand. After almost 20 years in this industry I have grown sick and tired of having to fine-tune my vocabulary with every book and every client. Not so with On Brand. Mr. Olins reminds us that sharp ideas don't require fancy dress. If you have to read one book on brands, this should be the one. Otherwise, read some philosophy, Italo Calvino's "6 Memos for the Next Millenium" or Herman Hesse's "Sidharta": you will learn much more about identity and communication than most books that purport to bring clarity to these subjects.
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