The author draws upon a lifetime's experience to reveal the way in which the most successful brands in the world triumph by making insiders believe in them and consumers buy into them. But now branding has moved so far beyond its commercial origins that consumer response has entered uncharted territory. Olins sets out the ground rules for branding success in the 21st century and explains why understanding the links between business, brand and consumer has never been so vital for commercial success. This guide covers all aspects of branding: how it works, how to make and sustain brands, how brands impact upon customers, companies, regions and nations and why all brands are vulnerable. It employs numerous examples, including global giants such as Nike, Shell, Coca Cola and MacDonald's, and a special case study of Volkswagen; it also illustrates logos, advertisements and the paraphenalia of modern commerce. Point-by-point guidelines show the way to branding success, including how to run a sevice brand and how to launch a worldwide programme. Olins offers an insider's look at our rapidly changing society, considering the impact of social conscience, environmental awareness and increased consumer input; his book will be an essential purchase for everyone in advertising, marketing and business.
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Book Description
Editorial Reviews
Review
Wise, witty, readable, and very, very useful. A tour de force from the world's leading authority on branding. -- Anthony Hopwood, Saïd Business School, Oxford
[Olins] is a subtle and original thinker with a natural gift for helping us understand how things work. -- Deyan Sudjic, Editor, Domus
[Olins] is a subtle and original thinker with a natural gift for helping us understand how things work. -- 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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