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Wally Olins
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. Brand New.
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, marketin...
Wally Olins. On B®and.
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.
Corporate Identity
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The New Guide to Identity
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 ...
Brand Thinking and Other Noble Pursuits
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.
Trading Identities
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.
Revealing the Corporation
An international and multidisciplinary collection, edited by pioneers in the field, this work captures the quintessence of the corporation and its many inner and outer manifestations, presenting readers with a new approach to the subject area. Fully revised and updated with the original contributions contextualized by the editors' analyses and commentary to draw them together into a coherent whole, this anthology affords readers a new way of comprehending organizations. This new edition features a new introductory section to branding and public relations, contextualizing the rest of the volume new case vignettes for each section with enhanced pedagogy to enable reader reflection on the themes examined new readings and an updated Harvard style case study revised and updated commentary and analysis from the editors Filled with illuminating articles that stem from the 1950s to the present day, highlighting both practitioner and scholarly perspectives on the subject, this reader is an essential text for all students of marketing, reputation, business and corporate strategy, public relations, communications and branding.
