Wally Olins. Viewpoints. Corporate By Wally Olins. Executive summary: . The final customer identifies with the brand and other audiences the corporation. Wally Olins - Despre Brand - Download as PDF File .pdf) or read online. Branding. Wally Olins (–), corporate identity ascendancy and corporate brand hegemony. Celebrating the life of Wally Olins: Leading corporate identity exponent.
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Wally Olins on Brand [Wally Olins] on ronaldweinland.info *FREE* shipping on qualifying offers. Brands are a cultural phenomenon of our time. Yet, whether praised or. Celebrating the life of Wally Olins: Leading corporate identity exponent and prominent brand proponent (CORPORATE BRAND) JOURNAL OF BRAND. PDF | The role of WALLY OLINS () vis-à-vis corporate and organisational memory, JOURNAL OF BRAND MANAGEMENT ().
I never cease to be amazed at the violent reactions which the concept of branding the nation provokes. A visceral antagonism brings the most unlikely individuals and groups, at least temporarily, into the same camp. In almost every country I have visited where the notion has been discussed, a few individuals have expressed their revulsion to it in the strongest terms. Michel Girard,1 a French academic encapsulates this view. A corporation can be re-branded, not a state. One can take a product, a washing powder for instance, and then change the name which is actually done very regularly. Regular re-branding is normal, particularly in the life of consumer products, but can this actually be the case for countries?
A big idea On the other hand, there is a further aspect of brands and branding that is implicitly recognised but rarely explicitly referred to which is that brands can represent huge and complex ideas. Style and substance What it boils down to is that, in branding, style is frequently confused with substance. In a way this is not so surprising, because it is the outward and visible signs the brand that are the symbols of differentiation.
Note Branding within the charity sector provides a great opportunity to show the benefits of brand and branding touchpoints.
Advertising and product brands For about a hundred years — till the down of the technology age — the world of communications was dominated by advertising and advertising agencies.
The reason why advertising was so important was because until recently corporations believed that they only had one important audience to address — the final consumer, the person who bought their products. Complex media Those days seem laughably simple. Note Need to explain this in a diagram. The importance of getting it right, showing some good, bad and ugly examples.
Particularly with the charity sector.
Today the corporation has become the brand — for all its audiences. So whether it owns multiple promoted quite separately from its corporate brand or whether it only has a corporate brand, the corporation has to promote itself — to all its audiences.
Note Charities are in the position. The emergence of the corporate brand It is becoming increasingly evident that the nature of the competition is changing. It was once possible to choose between competing products and services based on price, quality or service — rational or quasi-rational factors. Being good as the best of the competition is now sufficient only to enable an organisation to stay in the race.
In such situations, emotional factors — being liked, admired or respected more than the competition — help the organisation win.
Note The very fact that brands are everywhere, telling stories, convincing us of the credentials, integrity is essential in the charity sector.
After all, the end user, the benefactors literally depend on it.
In a world, which is increasingly transparent and open, it is no longer possible for the corporation to hide from anyone even the least publicly accountable group of organisations that make up the private equity business have found that out. The capability to encompass both internal and external worlds can be a source of strength, because it brings cohesion, coherence and clarity. However, because brands are now understood to be assets valuable to any organisation, it is clearly mandatory to husband them with extreme care — even though the truth is that very people now how.
Branding beyond commerce Branding has of course moved beyond the commercial area. In addition, in an increasingly globalising and in some ways also fragmented era, cities, regions and nations are developing full-scale branding programmes, partly to encourage self-confidence and self-esteem and their own sense of place, and partly to attract inward investment and tourism. Brands and branding are a vast, growing, confused and confusing area.
Identity in the twenty-first century If identity is the idea that marks the twenty-first century, then branding operates at the point of delivery.
Definitions in branding Like almost everything we do with the world of branding, the terminology is in a state of flux. It essentially appealed to only one audience of the organisation, the customer. This latter, then, was the corporate personality under cultivation. Guidelines for branding Branding activity I generally associated with a few general rules. These are that branding Is a design, marketing, communication and human resource tool Should influence every part of the organisation and every audience of the organisational the time Is a coordinating resource because it makes the corporations activities coherent Above all makes the strategy of the organisation visible and palpable for all audiences to see.
Note The BrandSimple analogy of: A brand strategy must be aligned to a business strategy Part one: What branding is about Section 1 — Brand visibility Looked at from the outside, brand seems to consist of a few elements — some colours, some typefaces, a strapline or slogan, all topped off with a logo or symbol.
Sometimes, a brand also embraces a sound or music, and even smells. All of these ingredients seem to be mixed up and then plastered apparently more or less at random over everything that the organisation owns or influences. In all its transactions, the organisation will in some way be presenting itself — or part of itself — to some or all the groups of people with whom it has relationships.
If it is to be successful in holding all these disparate groups together, it has to be consistent and clear in what it says and does in all these relationships. In other words, if it is to be seen as an entity, it must behave as an entity, and the corporate brand it projects all of its audiences must be consistent. The core idea Does your organisation have a clear core idea? Description Here,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, and reflecting the recent enormous changes in the branding world.
It will be an essential download 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 download into them. What Branding is About 1. Brand Visibility 2. Brand Architecture 3. Why and When to Introduce Branding 4.
Making Brands Work 5. Developing the Branding Programme 6.
Belief in Branding 7. About Courage 8. Risks 9. Brand Value show more. Review quote 'A genuinely compelling history of branding' - Sunday Times 'Anyone wanting to create a brand of their own business should spend time with this book' - Print Business 'Provides insights that books many times its length fail to provide' - Professional Manager show more. 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. Rating details.