Brand: Las marcas según Wally Olins

by Wally Olins, Alfredo Cruz Herce (Translator)

Las marcas son el fenómeno cultural por excelencia de nuestro tiempo y objeto de un debate a menudo banalizado por los prejuicios y las suposiciones frívolas. En este libro, el experto mundial Wally Olins desmonta la nueva ortodoxia de los partidarios No-Logo, quienes, a su juicio, confunden marcas con capitalismo. Partiendo de su larga experiencia profesional como creador de identidad corporativa, Olins demuestra cómo y por qué el branding ha dejado de ser exclusivo del mundo empresarial y su campo de acción alcanza ahora a las ONGs, los equipos de fútbol, los museos y hasta paises enteros, donde la marca es, al mismo tiempo, un elemento de cohesión y una seña de identidad.

Genres: Business, Design, Nonfiction

288 pages, Paperback

First published January 1, 2003

Reviews

[Shirin Abdel Rahman · Rating 2 out of 5]

Interesting book for absolute beginners , loaded with stories about adiddas, coca cola and caterpillar.

[Kris · Rating 2 out of 5]

Too basic. Jako vyprávění pro děcka o reklamě supr, ale pro mě moc rozvláčné, obecné, a ne zas tak dobrý styl psaní, aby mě to bavilo i jen tak.

[Mike Bell · Rating 3 out of 5]

Really more a biography of Ollins than a branding instruction. Very verbose and lots of stories.

[Ana Mendes · Rating 2 out of 5]

A book for begginers searching for a bit of context and examples.

[Mike Williams · Rating 1 out of 5]

I respect the work and (current) leadership of Wolff Olins, and have enjoyed previous writings by Wally Olins. This however was a disappointment. It was just very elementary and focuses on case studies and history. I suppose I was expecting a more in depth and advanced thread into the mind of Wally Olins.
That said this is a very good read to those who wish a broad introduction to the roots of branding.

[Bill · Rating 5 out of 5]

as enlightening as no logo, or dfw on advertising,... and this from the inside... it's like being in the other team's locker room... olins is the kind of brith who's intellectual, thorough-going and skeptical. And seductive. by the middle of the book, I was consumed with the problem of how best to market a brand... and how the good guys ought to get much better at it... and howcome project (RED) wasn't bigger? were the clothes just not cool enough?

[Hank Richardson · Rating 4 out of 5]

I first met Wally Olins in the mid-90's when he visited the U.S. and Atlanta and had just written his first book about I.D. and he told me then he drew much of his inspiration from philosophy and when you read his book 'On Brand it will be extremely relevant to you that is so true. His ideals about brand being just-- as he suggests, consumer decisions about brands are as emotional as any of the other many important decisions in our lives.

[Igor Voloshin · Rating 4 out of 5]

I loved this book, because it is written in a easy-to-read-and understand manner. For all folks, who is desperate to review their knowledge of branding basis. It is also really interesting to read about european history of branding, which is different from the american one. And I am a big fan of all Wally Olins works and books.

[Daniel Pereira]

Acabei por não concluir a leitura deste livro porque além de o ter entregue à biblioteca, os dados estavam muito desatualizados para o livro que era - sendo um livro sobre marcas, convinha que falasse sobre a atualidade.
No entanto, a parte da história das marcas que li era muito interessante.

[Bruno · Rating 4 out of 5]

Muito bom para ler! Adorei a escrita e só fiquei com pena de já ter pegado nele só agora, visto que muito já mudou. No entanto lê-se bem, é instrutivo e critico acerca do branding. Também gostei do cunho pessoal porque acho muito relevante para este tema.

[Rihards · Rating 3 out of 5]

Expected much more deeper insight, however it's a well written introduction to branding with great case studies.

[Dan Rad · Rating 4 out of 5]

A great book on the concise development of Graphic Design and branding through the twentieth century.