Brands are the cultural phenomenon par excellence of our time and the object of a debate often trivialised by prejudice and frivolous assumptions.
In this book, world expert Wally Olins dismantles the new orthodoxy of No-Logo supporters, who, in his opinion, confuse brands with capitalism. Drawing on his long professional experience as a corporate identity creator, Olins shows how and why branding is no longer the exclusive realm of the business world, and its field of action now stretches to NGOs, football teams, museums and even whole countries, where the brand is at once an element of cohesion and a distinguishing mark.