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Wally Olins - The Brand Handbook by Wally Olins

Wally olins the brand handbook one believed he actually designed his autographed products and soon people started having their doubts about his credentials as a couturier as well.

Again, no one predicted the international explosion of interest in participative sports that occurred in the late 60s and 70s: Nike came to dominate that sector because it had the best product and the best distribution.

  • Review: On Brand by Wally Olins | Books | The Guardian
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It also has very good advertising and now has a strong brand, but that came later. The product came first. Similarly, when Karl Rapp took over Flugwerk Deutschland in he was not thinking of brands, more of perfecting aero-engines. Five years later he changed its name to Bayerische Motoren Werke.

Continuous commitment to technical and aesthetic excellence has made BMW the synecdoche of "brand values". BMW has all the associations and expectations that successful products have.

And these have been helped by consistent advertising.

But it was not because they were fussed about imagery. They were fussed about combustion chambers. In his chapter on Volkswagen, Olins shows that he completely mis-understands the sequence from engineering to design to image.

In any case, Volkswagen's current strategy of sharing one set of working parts among the distinctly different "brands" or what used to be called "marques" of Audi, Seat and Skoda is far wally olins the brand handbook a proven commercial success.

Wally Olins: The Brand Handbook : Wally Olins :

Any discussion of branding separate from product is a snare and a delusion, although a lucrative business for some - Olins included. He is the most intelligent person writing about brands, but has a flip style that can grate. Brand Value show more Review quote 'A genuinely compelling history wally olins the brand handbook branding' - Sunday Times 'Anyone wanting to create a brand of their own business should spend time with this book' - Print Business 'Provides insights that books wally olins the brand handbook times its length fail to provide' - Professional Manager show more About Wally Olins Wallace Wally Olins, CBE was a British practitioner of corporate identity and branding.

Olins advised many of the world's leading organisations on identity, branding, communication and related matters including BT, Renault, Volkswagen, Tata and Lloyds.


These less visual sections were more informational than the introduction, and I found the variety of brand structures and display methods fascinating. It was in the last part of this book that pictures and diagrams disappeared, and paragraphs turned into longer paragraphs of small font-size.

Topics examined include development of branding programs, when and why wally olins the brand handbook introduce branding and finance.


By then, all pictures and diagrams were gone, and I was left on my own in a sea of business language and concepts.

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