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The New Wolff Olins Guide to Identity: How to Create and Sustain Change Through Managing Idenitity [Hardcover]

Wolff Olins
5.0 out of 5 stars  See all reviews (2 customer reviews)

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Product details

  • Hardcover: 89 pages
  • Publisher: Ashgate Publishing; Subsequent edition (Nov 1996)
  • Language: English
  • ISBN-10: 0566077507
  • ISBN-13: 978-0566077500
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 7,397,695 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Most Helpful Customer Reviews
16 of 24 people found the following review helpful
A guide written by a master of Large scale corporate identity design. Should be read by any designer involved in corporate re-design or new brand launches.
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...
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1 of 2 people found the following review helpful
5.0 out of 5 stars Simple, but brilliant! 2 Nov 2009
By Jonathan Kettleborough VINE VOICE
A short, but well written and illustrated book about how brands work and what a brand can say about the organisation, the products or services and the customer experience.

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.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.0 out of 5 stars  1 review
4 of 5 people found the following review helpful
4.0 out of 5 stars An indispensable tool for change management 18 Feb 2002
By wing-sze TAI - Published on Amazon.com
Change is inevitable. An organization cannot avoid facing change, coming mainly from globalization, competition or mergers. What should be done in such a changing world? This book provides a new guide for an organization on how to adjust to a new environment by managing identity.
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.
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