Many people talk about branding, but very few people know how to actually do it. Wally Olins, generally recognized as the world's most experienced practitioner of corporate identity and branding, draws on a lifetime's experience to present a concise, practical guide. He explains - in trademark straightforward fashion - what brands are, how to create them, how to make them work, and how to sustain them. All aspects of the process are covered, from developing the 'core idea', creating the name and designing the logo to launching and managing a successful branding programme. Inspirational as well as practical, this easy-reference manual is essential reading for anyone interested in the field of corporate identity and branding.
