by Wally Olins · TURNER PUBLICACIONES S.L. · tapa blanda · ISBN 9788475066646
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«Brand. Las marcas según Wally Olins» is Wally Olins's essay on branding, published by Turner Publicaciones in paperback (288 pages, in Spanish).
Wally Olins, a branding expert, argues that brands are a central cultural phenomenon and refutes the supporters of No-Logo, who confuse brands with capitalism. Branding, he explains, is no longer just corporate: it extends to NGOs, sports teams, museums and countries, where it provides cohesion and identity. He also analyzes how to build a brand and why all brands are vulnerable.
First edition published in April 2004, translated by Alfredo Cruz Herce and with 55 illustrations; part of the Art and Photography collection.
For marketing, advertising and corporate communication professionals and students, and for readers interested in the cultural role of brands.
Wallace Olins CBE was a British practitioner of corporate identity and branding. He co-founded Wolff Olins and Saffron Brand Consultants and was the chairman of both. Olins advised many of the world's leading organisations on identity, branding, communication and related matters including 3i, Akzo Nobel, Repsol, Q8, The Portuguese Tourist Board, BT, Renault, Volkswagen, Tata and Lloyd's of London. He acted as advisor both to McKinsey and Bain. 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.
