Most helpful critical review
2 of 2 people found the following review helpful
Informative, but not visionary
on 16 October 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").