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, marketing, business or contemporary culture will want to be without it. What about the impact of digital technology and increasing customer feedback through social media? Today's businesses, in addition to thinking about price and provenance, have to deal with corporate social responsibility. How does this affect the products and services we consume? Are corporations here to maximize profits and grow, or to help society, or both? What, in fact, do customers want? 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 misbehaviour where he finds it, praises those companies who seem to be building and sustaining brands successfully in our brave new world, and predicts the future of branding. 'Wally Olins always asks the right questions and often gives the best and most thoughtful answers. - a must read for those of us who want to know where we're heading' John Diefenbach - Chairman of MBLM and former Chief Executive of Landor Associates
Type: BOOK - Published: 2014-04-07 - Publisher: Thames & Hudson
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
Wally Olinss fascinating book looks at every aspect of the world of branding. With his customary flair and no-nonsense prose, he analyzes the problems facing todays organizations, criticizes corporate misbehaviour where he finds it, praises those companies who seem to be building and sustaining brands successfully in our brave new
Type: BOOK - Published: 2014-04-27 - Publisher: Hachette UK
Brand management just got easier Successful brands provide meaning: a higher purpose, a vision of a better future, a code of values, and a culture that drives performance. Brands with meaning stand out in their marketplace and attract like-minded people: customers, employees, suppliers and investors. Successful brand management clearly differentiates
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
Type: BOOK - Published: 2017 - Publisher: Oxford University Press
Branding is possibly the most powerful commercial and cultural force on the planet. Robert Jones discusses the vast variety of brands, and why we still fall for them even as we are becoming more brand-aware. Looking at the philosophy and story behind brands, he considers how they work their magic,