What is the future for brands and branding? Does globalization mean that variety and individuality will be crushed out of existence 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?
With his customary flair and no-nonsense prose, Wally Olins analyses 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.
'Mr Olins is well placed to coach companies and to scold them. His voice is that of a humanist, not a corporate functionary, which makes it persuasive'
'Brilliant and brand new thinking from the original master of branding. Wally Olins shows us that while good brands keep up, great brands listen, evolve and excel'
Damien Whitmore, Victoria and Albert Museum
'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
'A thrilling analysis of how branding and globalisation have shaped one another … essential reading'