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On Brand [Hardcover]

Wally Olins
4.2 out of 5 stars  See all reviews (6 customer reviews)

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Book Description

22 Sep 2003
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.

Product details

  • 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: 4.2 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Bestsellers Rank: 184,123 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

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.

Product Description


"Wally Olins has his bullshit detector set permanently to maximum. He is a brilliant, merciless, witty deflator of corporate incompetence, management by wishful thinking, and meaningless mission statements. He is also a subtle and original thinker with a natural gift for helping us understand how things work."

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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Customer Reviews

4.2 out of 5 stars
4.2 out of 5 stars
Most Helpful Customer Reviews
5 of 5 people found the following review helpful
5.0 out of 5 stars The one textbook 9 Dec 2009
Format:Paperback|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.
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2 of 2 people found the following review helpful
3.0 out of 5 stars Informative, but not visionary 16 Oct 2009
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. Nevertheless i found it lacking in adressing in depth the rapid change of brand perception and usage in a globalised web 2.0 world.

Olins point of view is still centered on how to control brands on the company side. I cannot recall reading about what brands can contribute to culture, little does he write about social responsibility or the way people will interact increasingly with the brands they favour, and how that will change brand culture from the bottom up.

So basically i found it valid concerning brand history and explaining brand strategies so far, but lacking in understanding and vision of current developments (only 13 pages of the 250 page book deal with the "future of branding").
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33 of 39 people found the following review helpful
5.0 out of 5 stars genius. 8 Dec 2003
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.
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