"Wise, witty, readable, and very, very useful. A tour de force from the world's leading authority on branding." —Anthony Hopwood, Saïd Business School, Oxford Brands are a cultural phenomenon of our time. Yet, whether praised or derided, they have suffered from a critical debate characteriz[...]

Wally Olins' fascinating book looks at every aspect of the world of branding. With his customary flair and no-nonsense prose, he analyzes the problems facing todays organizations, criticizes corporate misbehaviour where he finds it, praises those companies who seem to be building and sustaining bran[...]

Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the [...]