Wally Olins On Brand

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Brand New: The Shape of Brands to Come

Author : Wally Olins
Publisher : Thames & Hudson
ISBN 13 : 0500772037
Total Pages : 300 pages
Book Rating : 4.5/5 (7 download)

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Book Synopsis Brand New: The Shape of Brands to Come by : Wally Olins

Download or read book Brand New: The Shape of Brands to Come written by Wally Olins and published by Thames & Hudson. This book was released on 2014-04-22 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: The world’s leading practitioner of branding predicts the future of companies’ identities in an ever -changing marketing landscape What is the future for brands and branding? Does globalization mean that variety and individuality will be crushed out of existence by massive multinationals? Will everywhere and everything become similar, like the world of airports today? Or will there still be room for brands that thrive on being different? What about the impact of digital technology and increasing customer feedback through the internet and social media? What, in fact, do customers want? Today's businesses, in addition to thinking about price and authenticity, have to deal with corporate social responsibility. How does this affect the products and services we consume? How does it influence the way we feel about organizations? Are corporations here to maximize profits and grow, or to help society, or both? With the rapid rise of new markets in India, China, Brazil, and elsewhere, will new global brands emerge based around local cultural strengths and heritage? If so, what will this mean for the traditional dominance of brands based on Western cultural norms? 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 missteps, praises those companies who seem to be building and sustaining brands efficiently in our brave new world, and predicts the future of branding. No one interested in marketing, business, or contemporary culture will want to be without this book.

Wally Olins

Author : Wally Olins
Publisher :
ISBN 13 : 9780500514085
Total Pages : 112 pages
Book Rating : 4.5/5 (14 download)

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Book Synopsis Wally Olins by : Wally Olins

Download or read book Wally Olins written by Wally Olins and published by . This book was released on 2008 with total page 112 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 on Brand

Author : Wally Olins
Publisher : Thames & Hudson
ISBN 13 : 0500770859
Total Pages : 256 pages
Book Rating : 4.5/5 (7 download)

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Book Synopsis Wally Olins on Brand by : Wally Olins

Download or read book Wally Olins on Brand written by Wally Olins and published by Thames & Hudson. This book was released on 2004-04-17 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Wise, witty, readable, and very, very useful. A tour de force from the world's leading authority on branding." —Anthony Hopwood, Said Business School, Oxford Brands are a cultural phenomenon of our time. Yet, whether praised or derided, they have suffered from a critical debate characterized by routine thinking, glib assumptions, or mere prejudice. Wally Olins draws on a lifetime of marketing experience to explain why it is time to throw the old mission statements away, what happens when a brand goes global, when we shouldn't automatically assume that the customer comes first, and how it might be good news that branding is set to spread even further. Above all, Olins provides a positive rejoinder to the new orthodoxies of the "No Logo" critics of branding by showing how they confuse their views about brands with their views about capitalism. As he argues, brands are no longer just about corporations, products, and services. In fact, all the significant institutions in our lives—the towns, cities, regions, or countries in which we live, our sports teams and museums, our consumer groups and charities—are given strength, identity, a defining role, and a satisfying cohesion via branding, one of the most significant social—as well as business—developments of modern times. Always wise, questioning, and iconoclastic, Wally Olins takes us to the literal heart of the matter: our crucial neglect of the way in which consumer decisions about brands are as emotional as all the other important decisions in our lives. For everyone in marketing, advertising, design, and business, and for anyone who wants to understand how the world works in the early twenty-first century, this is one of those rare books that breaks the mold.

Brand Thinking and Other Noble Pursuits

Author : Debbie Millman
Publisher : Simon and Schuster
ISBN 13 : 1621533670
Total Pages : 271 pages
Book Rating : 4.6/5 (215 download)

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Book Synopsis Brand Thinking and Other Noble Pursuits by : Debbie Millman

Download or read book Brand Thinking and Other Noble Pursuits written by Debbie Millman and published by Simon and Schuster. This book was released on 2013-05-01 with total page 271 pages. Available in PDF, EPUB and Kindle. Book excerpt: We are now living in a world with over one hundred brands of bottled water. The United States alone is home to over 45,000 shopping malls. And there are more than 19 million customized beverage choices a barista can whip up at your local Starbucks. Whether it’s good or bad, the real question is why we behave this way in the first place. Why do we telegraph our affiliations or our beliefs with symbols, signs, and codes? Brand Thinking and Other Noble Pursuits contains twenty interviews with the world’s leading designers and thinkers in branding. The interviews contain spirited views on how and why humans have branded the world around us, and the ideas, inventions, and insight inherent in the search.

Wally Olins on Brand

Author : Wally Olins
Publisher :
ISBN 13 : 9780500285152
Total Pages : 256 pages
Book Rating : 4.2/5 (851 download)

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Book Synopsis Wally Olins on Brand by : Wally Olins

Download or read book Wally Olins on Brand written by Wally Olins and published by . This book was released on 2005 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Draws on the author's extensive marketing experience to identify flaws in current branding practices, arguing that brands reflect much more than the companies they represent, and identifying the role played by consumer emotions in brand effectiveness. Reprint.

Beyond Sizzle

Author : Mona Amodeo
Publisher : Maven House Press
ISBN 13 : 1938548175
Total Pages : 273 pages
Book Rating : 4.9/5 (385 download)

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Book Synopsis Beyond Sizzle by : Mona Amodeo

Download or read book Beyond Sizzle written by Mona Amodeo and published by Maven House Press. This book was released on 2018-06-12 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: Are you interested in learning how to create companies people love to love? If you want to be that company people love to love—the one that people can’t wait to tell others about—you will find this book both inspirational and informative. Beyond Sizzle answers how branding, reimagined as an approach to management, can be a force for engaging your most important resource—people—to build your most valuable asset: your reputation. This book will ring true to anyone who wants to be that company customers, employees and the world can’t wait to tell others about! People are increasingly looking beyond the sizzle of product and service advertising to the substance of the companies behind the image. As the conversations about purpose move from the margins to the mainstream, it’s clear that this once-fringe business perspective, often associated with Birkenstocks and granola, now has a seat at the boardroom table. Award-winning management strategist Dr. Mona Amodeo brings together the best practices of change management, marketing, and communications to give readers an actionable process for creating brands that matter—organizations that are redefining workplaces, reimagining customer experiences, and creating innovative products and services that are building healthier, more sustainable communities—in turn, creating a better world for us all. If you are an entrepreneurial thinker ready to embrace the opportunity to prosper economically by having a positive impact on people, communities, and the world; a game changer courageous enough to challenge the status quo by designing and leading organizations as brands that matter; or a leader who wants to make choices that leave the world better than you found it, this book is for you. Readers who have enjoyed the works of Wally Olins, Dr. Mary Jo Hatch, Simon Sinek and books like The Brand Flip will benefit from Mona’s approach on how to reach beyond philosophy and platitudes to a roadmap for transforming organizations into brands that matter to customers, employees and the world. Below is the table of contents of this compelling and straightforward read: Preface My Inspiration: The Interface Backstory Part I: On the Shoulders of Giants Why We Need a New Approach to Branding (Chapter 1) A New Paradigm of Branding (Chapter 2) The Invisible Force of Branding (Chapter 3) From Sizzle to Substance (Chapter 4) The Operating System of Brands (Chapter 5) Part II: The Branding from the Core® Playbook Branding from the Core Foundations (Chapter 6) The Framework: The Brand Ecosystem (Chapter 7) The Process: The Brand Transformation Process (Chapter 8) Epilogue: Still Learning from Interface

The New Guide to Identity

Author : Wolff Olins
Publisher : Routledge
ISBN 13 : 1351885103
Total Pages : 178 pages
Book Rating : 4.3/5 (518 download)

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Book Synopsis The New Guide to Identity by : Wolff Olins

Download or read book The New Guide to Identity written by Wolff Olins and published by Routledge. This book was released on 2017-03-02 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: It is, of course, commonplace for corporations to operate sophisticated identity programmes. But identity has now moved way beyond the commercial area. We live in a world in which cities, charities, universities, clubs - in fact any activity that involves more than two or three people - all seem to have identities too. However, very few of these organizations have released the full potential that effective management of identity can achieve. In this book, the world’s leading authority on corporate identity shows how managing identity can create and sustain behavioural change in an organization as well as achieving the more traditional outcome of influencing its external audiences. The New Guide to Identity provides a simple clear guide to identity, including what it is and how it can be used to full effect. If a change of identity is required, the whole process is described from start-up (including investigation and analysis of the current identity), through developing the new identity structure, to implementation and launch. For anyone responsible for the identity of an organization, or for designing it for someone else, or attempting to achieve change in their organization, or studying the subject, this straightforward guide is essential reading.

Corporate Identity

Author : Wally Olins
Publisher : Thames & Hudson
ISBN 13 : 9780500014721
Total Pages : 224 pages
Book Rating : 4.0/5 (147 download)

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Book Synopsis Corporate Identity by : Wally Olins

Download or read book Corporate Identity written by Wally Olins and published by Thames & Hudson. This book was released on 1989-01-01 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Brand Valued

Author : Guy Champniss
Publisher : John Wiley & Sons
ISBN 13 : 1119977991
Total Pages : 314 pages
Book Rating : 4.1/5 (199 download)

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Book Synopsis Brand Valued by : Guy Champniss

Download or read book Brand Valued written by Guy Champniss and published by John Wiley & Sons. This book was released on 2011-08-04 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt: New techniques to refresh and recharge your brands How do you establish and maintain a strong long-term relationship between your brand and your consumers? Successful brand managers know that it is all about trust and keeping the consumers engaged. The success of recent "green" campaigns as a means of connecting with, satisfying, and attracting new consumers is just the tip of the iceberg. As the international playing field continues to be leveled, in order to sustain and expand their success, brand owners must interact with their customers more than ever before, forging new and stronger links, and increasing their stock of social capital. At last, there is a book that addresses the growing significance of social capital in the business world. Brand Valued explores how as the strength, depth, and quality of interactions between a brand and its customers improve, increased opportunities to demonstrate trustworthiness arise. This in turn creates a self-fulfilling cycle, wherein trust begets social capital, which begets more trust—and even shared thinking—not to mention better sales. Brand Valued will receive the full support of Havas, the fifth largest global communication and marketing services group in the world. In easy to understand terms, and using concrete examples, Brand Valued provides: The tools necessary to stimulate dialogue—and new ways of thinking—between a brand and its intended audience Methods for extending brand messaging to wider audiences Ideas on how to make brands the engines of social capital, getting rid of unsustainable practices to foster more sustainable patterns of consumer behaviour Suggestions for the development of a new brand strategy that reduces costs through innovative and lasting solutions to problems Unpublished data on the role of consumer trust in new products based on research carried out by the Havas Group across over 150 brands in nine different markets A wiki component to the book in an accompanying website. Designed to forge stronger channels of dialogue and communication with customers and consumers, the book is a must-read for anyone committed to keeping their brand relevant in the twenty-first century.

Disruptive Branding

Author : Jacob Benbunan
Publisher : Kogan Page
ISBN 13 : 9780749498092
Total Pages : 264 pages
Book Rating : 4.4/5 (98 download)

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Book Synopsis Disruptive Branding by : Jacob Benbunan

Download or read book Disruptive Branding written by Jacob Benbunan and published by Kogan Page. This book was released on 2019 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: Harness change and challenge disruptive competitors by becoming a disruptive brand with innovation at its core, to deliver unique products and services and ensure growth in a shifting world.

The Corporate Personality

Author : Wally Olins
Publisher :
ISBN 13 :
Total Pages : 224 pages
Book Rating : 4.3/5 (512 download)

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Book Synopsis The Corporate Personality by : Wally Olins

Download or read book The Corporate Personality written by Wally Olins and published by . This book was released on 1978 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Brand Society

Author : Martin Kornberger
Publisher : Cambridge University Press
ISBN 13 : 0521898269
Total Pages : 329 pages
Book Rating : 4.5/5 (218 download)

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Book Synopsis Brand Society by : Martin Kornberger

Download or read book Brand Society written by Martin Kornberger and published by Cambridge University Press. This book was released on 2010-01-21 with total page 329 pages. Available in PDF, EPUB and Kindle. Book excerpt: A fascinating account of the way in which brands influence the lives of individuals and the organizations they work in.

The Fundamentals of Branding

Author : Melissa Davis
Publisher : Bloomsbury Publishing
ISBN 13 : 1350034614
Total Pages : 184 pages
Book Rating : 4.3/5 (5 download)

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Book Synopsis The Fundamentals of Branding by : Melissa Davis

Download or read book The Fundamentals of Branding written by Melissa Davis and published by Bloomsbury Publishing. This book was released on 2017-11-02 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding is a discipline that has emerged over the last century to become a ubiquitous force in marketing. The Fundamentals of Branding offers an overview of the foundations of building, developing and maintaining brands. It provides insight into key aspects such as targeting audiences, trends, brand structures and brand architecture, and examines the fundamental client/agency relationship. It also places branding in a global context and discusses its relation to business practice as well as other creative disciplines.

Branding on the Eastern Front: The Quest of a Brand Consultant in the New Europe

Author : Aneta Bogdan
Publisher : Brandient
ISBN 13 : 9789730177343
Total Pages : 208 pages
Book Rating : 4.1/5 (773 download)

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Book Synopsis Branding on the Eastern Front: The Quest of a Brand Consultant in the New Europe by : Aneta Bogdan

Download or read book Branding on the Eastern Front: The Quest of a Brand Consultant in the New Europe written by Aneta Bogdan and published by Brandient. This book was released on 2019-04-10 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding on the Eastern Front is both a testimony of how Western-born approaches must adapt to emerging economies, and a crash course in branding and leadership for entrepreneurs, marketers, and contemporary consumers of any kind. The late great branding master Wally Olins said in the Foreword to the book "What is fascinating about the work that my very good friend Aneta Bogdan has been doing for the last dozen years or so is that it seeks not only to create brands in a country in which they had no existence at all for fifty or more years, but that she has done it with such verve, intelligence and creativity." The book is a premier, Eastern view on the debate around the transformative power of branding, including relevant case studies, and an insight into the emergent corporate and entrepreneurial milieus. The author is never average: cynical and idealistic, authoritarian and inspirational-a fresh, break-the-rules storyteller with a speculative and passionate discourse. All in all, the book is a keen practitioner's candid account about the assimilation and development of brands and branding in post-communist Eastern Europe and other emergent markets - in a time when Western-born principles of branding are being tried and tested, not only by their new grounds, but also by the changing times.

Trading Identities

Author : Wally Olins
Publisher :
ISBN 13 : 9780953559831
Total Pages : 57 pages
Book Rating : 4.5/5 (598 download)

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Book Synopsis Trading Identities by : Wally Olins

Download or read book Trading Identities written by Wally Olins and published by . This book was released on 1999 with total page 57 pages. Available in PDF, EPUB and Kindle. Book excerpt: Companies and Countries are changing fast -and they are becoming more like each other. As countries develop their "national brands" to compete for investment, trade and tourism, mega-merged global companies are using nation-building techniques to achieve internal cohesion across cultures and are becoming ever more involved in providing public services like education and health. As companies and countries each adopt techniques which have been second nature to the other, Wally Olins asks what these cross-cutting trends mean for the new balance of global power. He explains why global companies are de-emphasising nationality, but seeking popular legitimacy by "talking soft" about their social impact and community involvement, while governments are increasingly talk about performance indicators and hard statistics.

Corporate Branding

Author : Majken Schultz
Publisher : Copenhagen Business School Press DK
ISBN 13 : 9788763001403
Total Pages : 268 pages
Book Rating : 4.0/5 (14 download)

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Book Synopsis Corporate Branding by : Majken Schultz

Download or read book Corporate Branding written by Majken Schultz and published by Copenhagen Business School Press DK. This book was released on 2005 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: Emphasizes that the organization itself, rather than the products created and marketed by the corporation, represents the main point of differentiation and competitive advantage in the marketplace. This book argues that the field of corporate branding isundergoing fundamental changes and becoming more cross-disciplinary and strategically driven.

Designing Brand Identity

Author : Alina Wheeler
Publisher : John Wiley & Sons
ISBN 13 : 1118418743
Total Pages : 338 pages
Book Rating : 4.1/5 (184 download)

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Book Synopsis Designing Brand Identity by : Alina Wheeler

Download or read book Designing Brand Identity written by Alina Wheeler and published by John Wiley & Sons. This book was released on 2012-10-11 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. Features more than 30 all-new case studies showing best practices and world-class Updated to include more than 35 percent new material Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity