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Wally Olins on B(r)and (Hardcover)

by Wally Olins (Author)
4.0 out of 5 stars  See all reviews (2 customer reviews)

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Product details

  • Hardcover: 256 pages
  • Publisher: Thames & Hudson Ltd (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 (2 customer reviews)
  • Amazon.co.uk Sales Rank: 457,187 in Books (See Bestsellers in Books)

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  • See Complete Table of Contents

Product Description

Review

"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."


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

2 Reviews
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Average Customer Review
4.0 out of 5 stars (2 customer reviews)
 
 
 
 
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32 of 38 people found the following review helpful:
5.0 out of 5 stars genius., 8 Dec 2003
By Bill Hunt "muddyclay" (London UK) - See all my reviews
(REAL NAME)   
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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3.0 out of 5 stars Informative, but not visionary, 16 Oct 2009
This review is from: Wally Olins. On BĀ®and. (Paperback)
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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