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As with most things in design, it's hard to establish a 'right' way of doing things as procedures differ depending on what design group you work in (if any). Wally manages to establish a way of working that really enables the client and the designer to understand each other and enable real change within their company.
Although Mr. Olins has less involvement in the day to day running of Wolff Olins these days, it's still a highly regarded company, with some of the best people in the business still instigating change at a corporate level via intelligent design...
Consisting of ten sections, this book takes the reader from the concept of identity though the focus of a brand, how they are structured and through the setting up and management of a branding programme. The book concludes with the risks associated with brands.
The book opens with a great introduction from Wally Olins (king of branding) and continues to explain real-world brands such as Orange, Virgin, Nestle, BT and First Direct.
This book walks the reader gently (but clearly) though the way that brands are constructed, link together and `speak' about a company.
An excellent book which helps everyone understand the relationship between business and brands and the powers and pitfalls of developing strong and well-recognised identities.
It is good for Olins to first clarify us with the terminology: corporate personality, corporate identity, corporate image, corporate reputation and organizational identity, which people usually get confused. I used to think identity is something about branding. But it is more than that! It is in fact the totality of the way the organization presents itself, formed by product, service, environment, communication and behavior, coming together in various proportions, which can help differentiate it from its competitors. The book also talks about how to start up, create, launch and manage the identity program that can lead the organization to success.
This book is very clear, with a great deal of examples quoted form Olins' experience, making it more understandable and interesting. Great!
It is worth reading. I have a better understanding of what identity is and the importance of it in the changing environment.
Listmania!
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