Here,Wally Olins sets out the ground rules for branding success in the 21st century, explaining why understanding the links between business, brand and consumer has never been more vital for commercial success, and reflecting the recent enormous changes in the branding world. It will be an essential purchase for everyone in advertising, marketing and business who needs to understand why the most successful brands in the world triumph by making insiders believe in them and consumers buy into them.
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.