Brands and branding are the most significant contributions that commerce has ever made to popular culture. But branding has now moved so far beyond its commercial origins that consumer response has entered uncharted territory. 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. 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.
Buy Wally Olins On Brand book by Wally Olins from Australia's Online Bookstore, Boomerang Books.
(229mm x 166mm x 22mm)
Thames & Hudson Ltd
Publisher: Thames & Hudson Ltd
Country of Publication:
Author Biography - Wally Olins
Wally Olins' seminal book Corporate Identity has sold over 70,000 copies worldwide. He is currently Visiting Professor at Copenhagen Business School and Said Business School, Oxford.