Wally Olins on Brand

"Wise, witty, readable, and very, very useful. A tour de force from the world's leading authority on branding." —Anthony Hopwood, Saïd Business School, Oxford

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 away, what happens when a ...