Manual de branding wally olins corporate

“Wally Olins: The Brand Handbook”, by Wally Olins, helped me to see the world of marketing in a completely different light.

Manual de branding wally olins corporate

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As Olins says in the book, “Many people talk about branding but few people know how to actually do it”. This book is about brands, specifically what they are and how to create then manage one. In the beginning of the book, Olins gives examples of branding, as seen from the outside.

He then writes about people’s perception of brands, and establishes that there is much more to a brand than what meets the eye.

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After laying down the basics of branding, he moves onto the inside of brands and takes the reader behind the scenes of some of the most successful brands out there. Deeper analysis is given of those brands’ inner structures, then advice is given for how to create, renovate and manage one’s own brand.

While the entire book is information packed and to the point, I would never have finished this book if its beginning was lik