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Wally Olins On Brand

Brands are a cultural phenomenon of our time. Yet, whether praised or derided, they have suffered from a critical debate characterized by routine thinking, glib assumptions, or mere prejudice. Wally Olins draws on a lifetime of marketing experience to explain why it is time to throw the old mission statements away, what happens when a brand goes global, when we shouldn’t automatically assume that the customer comes first, and how it might be good news that branding is set to spread even further.