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Wally Olins. Brand New.: The Shape of Brands to Come [Kindle Edition]

Wally Olins
5.0 out of 5 stars  See all reviews (4 customer reviews)

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Review

Mr Olins is well placed to coach companies and to scold them. His voice is that of a humanist, not a corporate functionary, which makes it persuasive. --The Economist

Brilliant and brand new thinking from the original
master of branding. Wally Olins shows us that while good brands keep up, great brands listen, evolve and excel. --Damien Whitmore, Director of Public Affairs & Programming, Victoria and Albert Museum

Wally Olins always asks the right questions and often gives the best and most thoughtful answers. His writing style is both sagacious and witty, which makes the journey through the book a pleasant passage indeed ... a must read for those of us who want to know where we're heading. --John Diefenbach, Chairman of MBLM and former Chief Executive of Landor Associates

I had thought 'authenticity' was simply an empty business buzz word until I read Wally Olins's new book. Now I realize it is a concept that pulls together most of what I think and know about business. --John Kay, Financial journalist, author and Visiting Professor at the London School of Economics

In this book Wally Olins demonstrates that he is a master of posing 'good questions'. Through compelling stories and examples from all spheres of life, the book takes us through the dilemmas of branding ... and leaves the reader with an encouragement to act. --Majken Schultz, Professor of Management, Copenhagen Business School

Wally is very old, very well travelled geographically and very well travelled intellectually, and for all of these reasons the reader feels as if he is being taken by the hand by a very special tour guide. --John Vincent, UK government advisor, entrepreneur and co-founder of Leon restaurants

Product Description

What is the future for brands and branding? Does globalization mean that individuality will be crushed by massive multinationals? Or will there still be room for brands and places that trade on being different? With the rise of new markets in India, China, Brazil and elsewhere, will new global brands emerge based around local strengths and heritage? If so, what will this mean for the traditional dominance of brands based on Western cultural norms? Incisive, invigorating and visionary, this analysis of our fast-evolving global marketplace comes from the guru described by The Financial Times as 'the world's leading practitioner of branding and identity'. No one interested in branding, marketing, business or contemporary culture will want to be without it. What about the impact of digital technology and increasing customer feedback through social media? Today's businesses, in addition to thinking about price and provenance, have to deal with corporate social responsibility. How does this affect the products and services we consume? Are corporations here to maximize profits and grow, or to help society, or both? What, in fact, do customers want? Wally Olins's fascinating book looks at every aspect of the world of branding. With his customary flair and no-nonsense prose, he analyzes the problems facing today's organizations, criticizes corporate misbehaviour where he finds it, praises those companies who seem to be building and sustaining brands successfully in our brave new world, and predicts the future of branding. 'Wally Olins always asks the right questions and often gives the best and most thoughtful answers. - a must read for those of us who want to know where we're heading' John Diefenbach - Chairman of MBLM and former Chief Executive of Landor Associates

Product details

  • Format: Kindle Edition
  • File Size: 9924 KB
  • Print Length: 300 pages
  • Publisher: Thames and Hudson Ltd; 1 edition (7 April 2014)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B00IUO05AS
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: #179,234 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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More About the Author

WALLY OLINS, CBE (1930-2014)

Wally Olins was 'the world's leading practitioner of branding and identity', according to The Financial Times. Formerly Chairman of Wolff Olins and Chairman of Saffron Brand Consultants, he advised many of the world's leading companies, including 3i, Renault, Repsol, BT, Volkswagen, Tata and Lloyd's of London and also worked with many countries, regions and cities, among them Portugal and Poland. He acted as an advisor to both McKinsey and Bain.

He was born in London and educated at Oxford, where he read history. Early in his career he became head of what is now the Ogilvy advertising agency in India where he lived for 5 years and he retained an enduring interest in South Asia.

Over 250,000 copies of his books have been sold in 18 languages, including the seminal works, Corporate Identity, Wally Olins On B®and, The Brand Handbook and Brand New. His approach is sociological and anthropological as well as commercial.

He held Fellowships and Professorships at a number of leading Business Schools and Universities around the world, including Said Business School at Oxford University.

The multi-award-winning Wally Olins was made CBE in 1999 and received the Lifetime Award from the Reputation Institute. He was awarded the Bicentenary Medal of the RSA in 2000 and the D&AD President's Award in 2003. He was also nominated for the Prince Philip Designer's Prize and for the 2012 British Inspiration Awards. He was made an Honorary Fellow of St. Peter's College, Oxford, and has been awarded a number of honorary professorships around the world.


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Most Helpful Customer Reviews
0 of 1 people found the following review helpful
5.0 out of 5 stars The final word 26 May 2014
Format:Paperback|Verified Purchase
Wally was someone who was an inspiration to me and many others in our industry. He was also a friend. He knew more about branding and the use of colour then many others in our industry and this book, published just before his death, shares his thinking on the future of branding.

In the book he says whether he's right or wrong about the future of of branding, only time will tell - but he won't be around to see it. That was eerily prophetic.

I will miss Wally. So this book will always have a special significance to me because of that.

My blog on Wally can be read here: [...]
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0 of 1 people found the following review helpful
5.0 out of 5 stars Five Stars 3 July 2014
Format:Paperback|Verified Purchase
Enjoyed this overview of the state of brand in 2014. Love the design of the book!
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0 of 1 people found the following review helpful
5.0 out of 5 stars Five Stars 13 July 2014
By CHIA-JU
Format:Paperback|Verified Purchase
Super nice and fast, Thanks for the perfect seller and product.
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0 of 1 people found the following review helpful
5.0 out of 5 stars Five Stars 3 Sep 2014
Format:Paperback|Verified Purchase
Olins is a genius
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.0 out of 5 stars  2 reviews
5.0 out of 5 stars The book itself shows how business is suffering and how ... 8 Sep 2014
By Paulo Peres - Published on Amazon.com
Format:Paperback|Verified Purchase
The book itself shows how business is suffering and how their behaviors have changed over time. Becoming more complex and skeptical, given their global strategies and to maintain its authenticity. As far as maintaining a close relationship with the client. Has been difficult and even - said in a tone of outburst by Wally Olins - which has been difficult to live in this age of big brands. Yet he strongly emphasizes the need to keep alive today strongly working its brand and its identity. However, it is seen clearly that the marks are not enough say who they are, but we must review initiatives that build brands and as Customer experience and Customer service or even donations with the seal of social responsibility. As having an alignment with your corporate identity always clear to everyone in the corporation. (Sad it be your last book. #ripwallyolins)
3.0 out of 5 stars It has its ups and downs. Wally Olins had ... 10 Nov 2014
By Suhail Rasheed - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
It has its ups and downs. Wally Olins had an unparalleled experience in branding and he teaches a new thing or two in this book. However, some part of it is also the same old feed we have been fed during the last ten years of the branding scene.
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