Brands and branding are the most significant contributions that commerce has ever made to popular culture. But branding has now moved so far beyond its commercial origins that consumer response has entered uncharted territory. 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. 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.
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Wally Olins' seminal book Corporate Identity has sold over 70,000 copies worldwide. He is currently Visiting Professor at Copenhagen Business School and Said Business School, Oxford.Review:
At last, a book that demystifies brands without getting on an ideological track. -- Milton Moskowitz, co-author of The 100 Best Companies to Work for in America
Wally Olins...is a brilliant, merciless, witty deflator of corporate incompetence, management by wishful thinking...also a subtle and original thinker. -- Deyan Sudjic, Editor, Domus
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Descripción Thames & Hudson, 2005. Paperback. Estado de conservación: New. Never used!. Nº de ref. de la librería P110500285152