Manual de branding

by Wally Olins

Mulţi vorbesc despre branding, dar foarte puţini ştiu cum se face. Wally Olins explică – în stilul direct, caracteristic celui mai experimentat profesionist al brandingului şi identităţii corporatiste din lume – ce este brandingul, cum este creat, cum este făcut să funcţioneze şi cum este susţinut. Sunt atinse toate aspectele procesului, de la dezvoltarea „ideii specifice”, crearea numelui şi designul logoului la lansarea şi managerierea unui program de branding de succes.

Rezultat al experienţei acumulate de Olins şi de colegii săi de la Saffron, cartea mizează pe dimensiunea practică a activităţii de branding: prezintă idei şi metodologii care provin din practica lor curentă şi are, în acelasi timp, un scop practic, explicând pe inţelesul oricui ce este şi cum funcţionează brandingul. Este adresată în primul rând celor care vor să construiască un brand, dar nu ştiu de unde să inceapă şi cum să pună în practică teoriile legate de branding. Dar nu numai antreprenorii sunt vizaţi aici. Manualul furnizează o sursă de inspiraţie studenţilor la economie, design, comunicare şi tuturor celor interesaţi de branding şi de mecanismele sale mai puţin vizibile publicului. Este un ghid de tipul do-it-yourself, care îl ajută pe cititor, fie el manager sau student, să înţeleagă rolulul fiecărei acţiuni de branding în cadrul mai larg al construcţiei unui brand.

Genres: Design, Business, Nonfiction

112 pages

First published January 1, 2008

Reviews

[Julia]

nienawidzę marketingu 😴💤

[Andra Vladd · Rating 4 out of 5]

Merita citita si daca ai studii in domeniu si daca nu. Wally Olins prezinta diverse cazuri pentru branduri mari + vine cu informatii concrete despre ce presupune procesul de creare a unui brand.

[Anna · Rating 4 out of 5]

“Wally Olins: The Brand Handbook”, by Wally Olins, helped me to see the world of marketing in a completely different light. 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. 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 like its end. Like many non-fiction books of its likeness, this book began with an introduction to the topic. With the help of photos and captions, this section gave an overview of the general definition of a brand, and demonstrated the ways in which a brand can represent its products and vice-versa. This picture-filled section went by the fastest, and the pictures soon turned into diagrams and captions into paragraphs. This part analyzes the big global brands mentioned in the introduction, and explains concepts like brand architecture and visibility. Diagrams helped me make sense of, for example, the difference between corporate and monolithic brand structures. These less visual sections were more informational than the introduction, and I found the variety of brand structures and display methods fascinating. It was in the last part of this book that pictures and diagrams disappeared, and paragraphs turned into longer paragraphs of small font-size. This part was about branding’s influence on business, and talked about it from a more professional point of view. I saw the information in this part as the skeleton of brands- underneath the bright colors and fonts that we, consumers see, and even going deeper than most of the brand’s employees’ knowledge of the brands. Topics examined include development of branding programs, when and why to introduce branding and finance. By then, all pictures and diagrams were gone, and I was left on my own in a sea of business language and concepts. While the overall voice was still casual, I found myself getting a little lost towards the end, and I had to reread a couple pages. This book is great because unlike many other informational books, it doesn’t try to impress with fancy words, and simplifies complex topics so that anybody can understand.

[David Cruz · Rating 2 out of 5]

TL;DR: jump to the end of each chapter to have the good insights and avoid the repetitive parts

This book was underwhelming. Its content surprisingly mimics its typesetting: it looks great at first glance, but it looks a bit off and harder to read than expected.

Wally Olins is an accomplished professional and the expectation was that this book would provide great insights about building a branding, planning for it and managing it. Although short, the book seems to spend almost its entire length trying to convince that Brand management are as relevant as any other management in a company. It's great… for a few pages. Then a reader wants insightful and actionable content. Although he enunciate the different type of brand and company strategies, it always skims the surface.

That is my main issue with the book: tediously repetitive, few insights far between, and lack of detailed experience-based activation of a brand or shortcomings to look out for.

Don't get me wrong: all the insights provided are valuable and validated by Wally's extensive experience. Just skip pages until you reach chapters summary and you want miss much while keeping the good parts.

[Dumitrita Mihai · Rating 5 out of 5]

Perfect when you start a career in branding ✊

[Ana · Rating 4 out of 5]

A very instructive book, that not only analyses what a brand identity creation should focus on, but also give several examples along its pages, making it even an more interesting and rich experience.
I just wish it went even deeper into theses examples. But it is, nonetheless, a more than worthwhile design and brand construction tool.

[Jennifer · Rating 4 out of 5]

Good book for understanding branding and the various things involved in it. Breaks things down into helpful sections and gives you a guide to creating a whole branding campaign.

[Maria Chiper · Rating 4 out of 5]

Cartea chiar este un manual de branding, pe langa unele exemple si texte mai abstracte, sunt oferite si informatii folositoare pentru cei care ar dori sa schimbe sau sa creeze un brand, fiind explicate destul de bine etapele acestui proces.
4 stele pentru ca mi s-a parut o lectura scurta, adica cred ca se putea de scris mai mult. A, da... si pentru traducerea in romana.

[Bookaholic]

Orice domeniu are un guru, un nume la care toți zâmbesc cu respect atunci când îl aud și ale cărui cuvinte sunt literă de lege. În branding, acesta este simpaticul domn Wally Olins. Un “brand al brandurilor”, vorbele sale devin standarde și realizările sale studii de caz. Cine deci ar fi fost mai în măsură să scoată un “manual de branding”?

Din fericire, Manualul de branding nu e un manual așa cum cel puțin noi înțelegem prin asta – o aglomerare de referințe unele mai deștepte ca altele, formulate pretențios, din care rămâi cu un “errr” confuz. Mai degrabă e un manual de utilizare, clar și concis, structurat și scris cu cuvinte simple, o carte practică “how to”. Wally Olins chiar spune undeva că intenționat a evitat termenii de specialitate. (continuarea cronicii: http://bookaholic.ro/wally-olins-bran...)

[Réka · Rating 4 out of 5]

Great and easy to read book, although I wish I would have read it at the beginning of my career :) It is a great resource for newbies and managers presenting a very good wire frame for branding. It would be a great idea to lend it to some customers, that would make them see more clearly the solutions and processes behind our work.
I specially loved the attention he offers to both internal and external audit, as I do think that is a proper base for a good branding process and it currently lacks in many cases.

[Esteban Mulki · Rating 3 out of 5]

Texto "casi" académico que cubre a grandes rasgos el proceso de branding para grandes empresas. Aunque por momentos se hace inalcanzable debido a este foco en casos excepcionalmente grandes, es una guía útil y amena.

[Justin Cormack · Rating 3 out of 5]

Clearly written as all his books. Clear explanations of process; he is quite clear that that is not the issue, its the creative gem thats more important.

I met him once, on a sunny afternoon.

[CESAR LOPES · Rating 5 out of 5]

Olins gives this work a brief summary of the theories of branding and exposes the wonderful work done by Wolff Olins.