- Hardcover: 256 pages
- Publisher: Thames & Hudson; 1st edition (22 Sep 2003)
- Language English
- ISBN-10: 0500511454
- ISBN-13: 978-0500511459
- Product Dimensions: 23.4 x 17.2 x 2.8 cm
- Average Customer Review: 4.0 out of 5 stars See all reviews (5 customer reviews)
- Amazon Bestsellers Rank: 229,512 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Review
'Wally tells it how it is... a man who knows his stuff and refuses to mince his words' - Blueprint
--This text refers to the
Paperback
edition.
Product Description
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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Customer Reviews
Most Helpful Customer Reviews
5 of 5 people found the following review helpful
Format:Paperback|Amazon Verified Purchase
Wally Olins has been a leading brand creator ever since branding first became a separate discipline. He is the most quoted, most respected, and most complete author on branding. And this is his most complete book (to date).
This is not necessarily a visionary or inspiring book. Olins is telling us where we have been, not where we are going. In a lot of ways, this is branding's great textbook -- almost all of the wisdom of branding over the last fifty years is at least referenced here.
In a lot of ways, but not all ways. There is a small modicum of opinion mixed in with established practice. Or, rather, this book is entirely a book of Olins's opinions, but those opinions are textbook in 95% of all he wants to tell us. I'm not saying he is wrong in the other 5% -- for example, he pours scorn on Unique Selling Propositions in a similar way to Ogilvy -- but some of these opinions run against mainstream views.
For my money -- and I've spent quite a lot of it on books on this subject -- this is one of the two best books on branding. The other is The 22 Immutable Laws Of Branding by Al Ries. The two books are opposites of each other. Olins tells you everything there is to know, and you can pretty much rely on everything he tells you. Ries challenges (I think correctly, but still controversially) many of the commonest misconceptions about what branding is and how to do it. Ries will give you a head-start in getting to grips with the work, Olins offers you the complete course. Ries is fast-food, Olins is decidedly chewy, and you will need to come back to it several times.
Absolutely recommended.
This is not necessarily a visionary or inspiring book. Olins is telling us where we have been, not where we are going. In a lot of ways, this is branding's great textbook -- almost all of the wisdom of branding over the last fifty years is at least referenced here.
In a lot of ways, but not all ways. There is a small modicum of opinion mixed in with established practice. Or, rather, this book is entirely a book of Olins's opinions, but those opinions are textbook in 95% of all he wants to tell us. I'm not saying he is wrong in the other 5% -- for example, he pours scorn on Unique Selling Propositions in a similar way to Ogilvy -- but some of these opinions run against mainstream views.
For my money -- and I've spent quite a lot of it on books on this subject -- this is one of the two best books on branding. The other is The 22 Immutable Laws Of Branding by Al Ries. The two books are opposites of each other. Olins tells you everything there is to know, and you can pretty much rely on everything he tells you. Ries challenges (I think correctly, but still controversially) many of the commonest misconceptions about what branding is and how to do it. Ries will give you a head-start in getting to grips with the work, Olins offers you the complete course. Ries is fast-food, Olins is decidedly chewy, and you will need to come back to it several times.
Absolutely recommended.
33 of 39 people found the following review helpful
Format:Hardcover
I've followed Wally Olins career over the years and was intrigued when he released 'On Brand'. I bought a copy immediately and my first comment would be in agreement with a comment on the back of the book - this is the only book on branding you ever haver have to buy. Intelligent, insightful, compelling, inspiring. Wally knows the industry inside out and this really comes across in every page of the book. Whatever level you're at - student, academic, seasoned marketeer, you can learn from this book.
I look forward to learning more from his next book.
Buy it - it will change your life.
Format:Paperback|Amazon Verified Purchase
a very good detailed book on branding. wally ollins has been in the game for donkeys years. he has a great idea on branding - but even he says that it creating a strong, effective brand is hard work because so many variables ned to be considered and applied. branding is complex. you would be foolish to only limit this book to your arsenal. however it's a great introduction to branding.
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Most Recent Customer Reviews
Jack of all trades, master of none - and slightly drab
I suspect my review will have no influence on fans of Mr Olins. If you're after a quick summary of my thoughts, I think there are better books available that discuss brand (The... Read more
Published 21 months ago by Bix
Informative, but not visionary
Wally Olins provides a comprehensive insight in the history and development of brands, their effect on audiences and employees, and the benefits for business success. Read more
Published on 16 Oct 2009 by Edgar Varesen
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