Wally Olins on Brand (Paperback) by Wally Olins

9780500285152. New condition. Trade paperback. Language: English. Pages: 256. Trade paperback (US). Glued binding. 256 p. Contains: Illustrations. 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. Brands and branding are the most significant contributions that commerce has ever made to popular culture. But branding has now moved so far beyond its commercial origins that consumer response has entered uncharted territory. It will be an essential purchase 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 buy into them.