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Wally Olins. On B家nd. [Kindle Edition]

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

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Book Description

Branding has now moved far beyond its commercial origins, and consumer response has entered uncharted territory. Wally Olins describes the ground rules for branding success in the 21st century, explaining why understanding the links between business, brand and consumer is vital for commercial success. This is an essential book for everyone in advertising, marketing and business who needs to know why the most successful brands in the world triumph by making insiders believe in them and consumers buy into them.

Product Description


'A genuinely compelling history of branding'
-- Rod Liddle, The Sunday Times

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.

Product details

  • Format: Kindle Edition
  • File Size: 4580 KB
  • Print Length: 256 pages
  • Publisher: Thames and Hudson Ltd (2 Jan. 2012)
  • Sold by: Amazon Media EU S. r.l.
  • Language: English
  • ASIN: B00BY7F0L2
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Bestsellers Rank: #278,668 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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Customer Reviews

4.2 out of 5 stars
4.2 out of 5 stars
Most Helpful Customer Reviews
6 of 6 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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