Book Review - Wally Olins (2003): on Brand
Political Branding, WS11
18.01.12
BOOK REVIEW
Olins, Wally (2003): Marke, Marke, Marke. Den Brand stärken. Frankfurt/New York. I don’t think that anyone is going to deny that Wally Olins is a leading authority in his area of expertise – branding and corporate identity. Olins was born in London in 1930 and studied history at Oxford. After that, he joined an advertising agency and soon was sent to India to run the office there. Five years later he came back to London and co founded Wolff Olins. He is currently the chairman of Saffron Brand Consultants. Olins has written several books, such as Corporate Identity (published in 1989) and the one this review is about, Wally Olins On Brand1 (2003), which was published in 20 countries .2 Wally Olins On Brand is – as the title suggests – about brands’ history, brand development, nation branding and guidelines for branding and an outlook into the future of brands. The books is very well and comprehensibly written, it explains various concepts of different brands without using cryptic, scientific language and illustrates these concepts with real life examples and interesting little stories. This way one not only learns about the theory behind branding but
18.01.12
BOOK REVIEW
Olins, Wally (2003): Marke, Marke, Marke. Den Brand stärken. Frankfurt/New York. I don’t think that anyone is going to deny that Wally Olins is a leading authority in his area of expertise – branding and corporate identity. Olins was born in London in 1930 and studied history at Oxford. After that, he joined an advertising agency and soon was sent to India to run the office there. Five years later he came back to London and co founded Wolff Olins. He is currently the chairman of Saffron Brand Consultants. Olins has written several books, such as Corporate Identity (published in 1989) and the one this review is about, Wally Olins On Brand1 (2003), which was published in 20 countries .2 Wally Olins On Brand is – as the title suggests – about brands’ history, brand development, nation branding and guidelines for branding and an outlook into the future of brands. The books is very well and comprehensibly written, it explains various concepts of different brands without using cryptic, scientific language and illustrates these concepts with real life examples and interesting little stories. This way one not only learns about the theory behind branding but