Wally Olins. Brand New.

The Shape of Brands to Come


What brands and branding mean and can achieve in today’s consumer markets … and in those of tomorrow

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ISBN: 9780500291399 Category:

Wally Olins


What is the future for brands and branding? Does globalization mean that variety and individuality will be crushed out of existence by massive multinationals? Or will there still be room for brands and places that trade on being different? With the rapid 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?

With his customary flair and no-nonsense prose, Wally Olins analyses 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.

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.

Additional information

Weight 498 g
Dimensions 18.3 x 23 cm
Publisher name Thames and Hudson Ltd
Publication date 1 March 2014
Number of pages 200
Format Paperback / softback
Dimensions 18.3 x 23 cm
Weight 498 g


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Wallace Wally Olins, CBE was a British practitioner of corporate identity and branding. He co-founded Wolff Olins and Saffron Brand Consultants and served as their chairman. Olins advised many of the world's leading organisations on identity, branding, communication and related matters including BT, Renault, Volkswagen, Tata and Lloyds. He pioneered the concept of the nation as a brand and has worked on branding projects for a number of cities and countries, including London, Mauritius, Northern Ireland, Poland, Portugal, and Lithuania.