Wally Olins Brand New

Wally Olins. Brand New.

The Shape of Brands to Come

  1. Wally Olins
  • ISBN 9780500291399
  • 23.00 x 17.60 cm
  • Flexibound PLC (with jacket)
  • 200pp
  • 30 Illustrations, 0 in colour
  • First published 2014
‘Wally Olins always asks the right questions and often gives the best and most thoughtful answers. His writing style is both sagacious and witty, which makes the journey through the book a pleasant passage indeed … a must read for those of us who want to know where we’re heading’ – John Diefenbach [Chairman of MBLM and former Chief Executive of Landor Associates]


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• What is the future for brands and branding?
• Does globalization mean that variety and individuality will be crushed 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?
• What about the impact of digital technology and increasing customer feedback through social media?
• Today’s businesses have to deal with corporate social responsibility. How does this affect the products and services we consume? Are corporations here to maximize profits and grow, or to help society, or both?

What, in fact, do customers want?

See Wally Olins talking about his book and branding today

This fascinating book looks at every aspect of the world of branding. With his customary flair and no-nonsense prose, he analyzes 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.


This title is also available as an eBook for iBooks, Kindle, Kobo and NOOK


Wally Olins was chairman of Saffron Brand Consultants and former chairman of Wolff Olins. He advised many of the world’s leading commercial companies, including 3i, Renault, Repsol, BT, Volkswagen, Tata and Lloyd’s of London, and worked with many countries, regions and cities, among them Portugal and Poland. Born in London, he read history at Oxford University, and his best-selling books take an approach that is historical, sociological and anthropological as well as commercial. Multi-award-winning, he was awarded fellowships and professorships at a number of leading business schools and universities around the world. Wally Olins died in 2014 aged 83.

Also by Wally Olins:
Wally Olins: The Brand Handbook