Wally Olins RIP16 Apr 2014
Wally Olins, who in my mind was one of the true pioneers of brand consultancy, has died at the age of 83.
Here’s my favorite quote from Wally’s book ‘On Brand’
“Only the most passionate really get (branding) right. If you want people to believe in you, buy your shares, buy your products, understand you, recommend you to others, then you have to be consistent, coherent and credible. Only then are you in with a chance. And what makes coherence? Indoctrination. I know it’s a word with sinister connotations; that’s why people don’t often use it. Nowadays we prefer to use more emollient words like ‘training’ or ‘induction.’ But whatever you call it, the end result is the same.
Great brands get all of these things right – usually over long periods of time. And that’s why branding is nothing like as easy as it looks.”