Product Description

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.

Product Details

• Amazon Sales Rank: #13222 in Books
• Published on: 2008-06-02
• Original language: English
• Binding: Hardcover
• 112 pages

Customer Reviews

worth keeping on your desk
running a start-up company means that i dont have a large marketing budget, so i've read a number of books on branding and tried to implement their advice myself. i've not, till now, come across one that lends itself so well to dipping in and out of like a dictionary or a how-to guide. a lot of other books on the subject are very theoretical and contain advice that is usually aimed at Fortune 500 co's. not this one. while i'm sure that large corporations will be able to pick up some tricks here too, this book is suitable for smaller businesses as well.

the book is divided into two parts. the first is a narrative on how and why branding works. the second part is a step by step guide, that explains how to go about creating a strong brand for your company. my son recently borrowed the book for his marketing class at university and also found it helpful and easy to use. this handbook should make the life of entrepreneurs, marketing execs, academics and newcomers to the subject of branding a whole lot easier.

Definitely not a "handbook"
I found the content of the book to be very poor, basic and superficial. The author simply touches upon the very basic of branding theory while he mentions nothing about the creative part of it. And suspiciously enough, he repeatedly stresses how important it is to hire consultants "to do the job".

A great insight into a real world-class thought leaders approach
Firstly this is not a big book. It is compact an rather 'espresso' on approach. But like a good espresso it is full of flavour and taste.

Beautifully illustrated and full of well-known examples, Wall Olins takes you through the key aspects of branding; each with plenty of examples.

In the 110 pages Wally talks about:

* What branding is about
* Making brands work
* Belief in branding

Each of the above is divided into a number of sub-sections which walk you through the issues and decisions associated with branding.

For me this book was an excellent reminder of why organisations work so hard to build and defend their brands. Not only does Wally tell us what's important, he also poses numerous questions for us to answer, each of which help us make decisions about brands.

If you are about to embark on a branding exercise or need to study branding or (like me) are just interested in brands then I would recommend this book as a great journey and insight into the brands we see each day.