No one believed he actually designed his autographed products and soon people started having their doubts about his credentials as a couturier as well. In his chapter on Volkswagen, Olins shows that he completely mis-understands the sequence from engineering to design to image.
Pierre Cardin made some sleazy short-term gains putting his name on saucepans and biros, but it was ruinous to his credibility. In Takachiho Seisakusho became Olympus. So there are grounds for scepticism.
In Olins published an influential and clever book called Corporate Identity. Any discussion of branding separate from product is a snare and a delusion, although a lucrative business for some - Olins included.
Accordingly, gaily coloured trochilidae appeared on cement mixers and site hoardings. BMW has all the associations Book review wally olins 2003 expectations that successful products have.
A brand is that accumulation of expectations and associations possessed by successful products.
But it was not because they were fussed about imagery. Their sole purpose is to create images and moods. They are more direct. There is no work, no mental effort. Japan has had better examples of successful naming, however. Names certainly help products acquire allure. Half the money may have been wasted, but no one bothered to check.
But the business of branding is getting out of control, kept aloft by blowhards puffing a questionable theology and, of course, by the advertising agencies. This branding conversation began in the 60s when a structural shift in advertising was noted on Madison Avenue by a Ted Bates adman called Rosser Reeves, given very short shrift by Olins.
The history of modern business is to a large extent a question of branding. Again, no one predicted the international explosion of interest in participative sports that occurred in the late 60s and 70s: Nor is there any doubting their cultural significance: Similarly, when Karl Rapp took over Flugwerk Deutschland in he was not thinking of brands, more of perfecting aero-engines.
The product came first. Continuous commitment to technical and aesthetic excellence has made BMW the synecdoche of "brand values". And these have been helped by consistent advertising. They do this with visual symbols instead of words Two, since technical distinctions between products in most sectors are eroding - there are no bad cars made today - seduction depends on imagery, not claims.
One, creative accountants have discovered the voodoo of including "brand value" on balance sheets. This is fascinating stuff, but the dangerous thing in discussing brands before products is that you get a comedic, even farcical, imbalance.
Nike came to dominate that sector because it had the best product and the best distribution. In the hardening world of business communications, a little pseudo-science created what pseudo-scientists called a "point of difference".
He is the most intelligent person writing about brands, but has a flip style that can grate. Five years later he changed its name to Bayerische Motoren Werke.
It also has very good advertising and now has a strong brand, but that came later. Whether you need it or not, Viagra is a better name than sildenafil citrate.
Now "corporate identity" has itself been re-designed. Similarly, Prozac plays better than fluoxafil hydrochloride. They were fussed about combustion chambers. They are principally recognised by logograms heraldic devices whose invention is the most important activity of design consultancies in post-industrial economies.
Then there is the problematic lure of brand extension. Olins correctly makes the distinction between three types of business:Visit mint-body.com's Wally Olins Page and shop for all Wally Olins books. Check out pictures, bibliography, and biography of Wally Olins Online shopping from a great selection at Books Store.
He was awarded the Bicentenary Medal of the RSA in and the D&AD President’s Award in Goodreads Book reviews &. Corporate Identity: Making Business Strategy Visible Through Design by Wally Olins and a great selection of similar Used, New and Collectible Books.
Wally Olins was awarded a CBE in He was nominated for the Prince Philip Designers Prize in and was given the Royal Society of Arts’ Bicentenary Medal in Later, he was awarded the D&AD President’s Award in and the Reputation Institute’s first Lifetime Achievement Award in Get this from a library!
Wally Olins on brand. [Wally Olins]. Book Review - Wally Olins (): on Brand. Political Branding, WS11 BOOK REVIEW Olins, Wally (): 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. Wally Olins on Brand has ratings and 9 reviews.
Kris said: Too basic. Jako vyprávění pro děcka o reklamě supr, ale pro mě moc rozvláčné, obecné, a ne /5.Download