The only requirement of a symbol is that it have substance underneath: The first thing to do is to try to establish the substance. The style comes after the substance. Only then can the style help the substance, and vice… — Wally Olins Copy Share Image
Brands and branding are the most significant gifts that commerce has ever made to popular culture. — Wally Olins Copy Share Image
What I really, hugely, and antagonistically dislike is the attempt to quantify the unquantifiable. And if you are a branding consultant, you have to… — Wally Olins Copy Share Image
The only requirement of a symbol is that it have substance underneath: The first thing to do is to try to establish the substance.… — Wally Olins Copy Share Image
Overall, because branding is about creating and sustaining trust it means delivering on promises. The best and most successful brands are completely coherent. Every… — Wally Olins Copy Share Image
It's quite extraordinary that a recourse (branding/identity) which is generally regarded as so significant, and is now so ubiquitous, is so little understood. — Wally Olins Copy Share Image
Brands and branding are the most significant gifts that commerce has ever made to popular culture. Branding has moved so far beyond its commercial… — Wally Olins Copy Share Image
We have to be alert to the way brands behave and misbehave. We have to reward the good ones with our loyalty and punish… — Wally Olins Copy Share Image
