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.
Wally Olins is Chairman of Saffron Brand Consultants. He is one of the world's leading practitioners in corporate identity and branding.
After studying history at Oxford he went into advertising in London. From there, Wally was sent to India and his first big job was as head of what became Ogilvy and Mather in Mumbai where he lived for five years. India influenced him hugely.
He came back to London and co-founded Wolff Olins. He was Chairman until 1997.
Wally Olins has advised many of the world's leading organisations on identity, branding, communication and related matters. These include 3i, Akzo-Nobel, Accor Hotels, C&A, Coca Cola, Forte Hotels, Fujitsu, Goldman Sachs, Orange, Repsol, Q8, The Portuguese Tourist Board, BT, Prudential, Renault, Volkswagen and Tata. He has acted as advisor both to McKinsey and Bain on branding and marketing.
He has worked for a number of cities and countries on national brand image including London, Poland, Lithuania, Northern Ireland, Spain, Portugal and West Bengal.
Wally Olins has written several books including the seminal work 'Corporate Identity'. His book 'Wally Olins On Brand' is being published in 20 countries. 'Wally Olins Brand Handbook' was published in 2008.
He has taught at many Business Schools including London Business School, Said Business School at Oxford, Lancaster University, Imperial College Business School, Copenhagen Business School and Duxx University in Mexico and he holds seminars on branding and communication issues around the world.
He was awarded a CBE by HRM The Queen in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts' Bicentenary Medal in 2000. He was given the D&AD President's Award in 2003. He was given the Reputation Institute's first ever Lifetime Achievement Award in 2006.
Wally Olins was born in London, is married and has four children.