Wally Olins: The Brand Handbook


Wally Olins sets out the ground rules for branding success in the 21st century

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Wally Olins


Many people talk about branding, but very few people know how to actually do it. Wally Olins, generally recognized as the world’s most experienced practitioner of corporate identity and branding, draws on a lifetime’s experience to present a concise, practical guide. He explains – in trademark straightforward fashion – what brands are, how to create them, how to make them work, and how to sustain them.

All aspects of the process are covered, from developing the ‘core idea’, creating the name and designing the logo to launching and managing a successful branding programme.

Inspirational as well as practical, this easy-reference manual is essential reading for anyone interested in the field of corporate identity and branding.

Additional information

Weight 497 g
Dimensions 17.5 x 22.7 cm
Publisher name Thames and Hudson Ltd
Publication date 1 May 2008
Number of pages 112
Format Hardback
Dimensions 17.5 x 22.7 cm
Weight 497 g
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.