Brand Thinking and Other Noble Pursuits: A Comprehensive Guide to Building Enduring Brands

In today's competitive business landscape, brands are more important than ever before. They can help businesses attract and retain customers, build loyalty, and drive sales. However, building a successful brand is not easy. It requires a deep understanding of marketing, consumer behavior, and brand strategy.

In his book, Brand Thinking and Other Noble Pursuits, branding expert Wally Olins provides a comprehensive guide to building enduring brands. Drawing on his decades of experience working with some of the world's most iconic brands, Olins shares his insights on what it takes to create brands that stand the test of time.

Brand Thinking and Other Noble Pursuits

by Debbie Millman

4.3 out of 5

Language	:	English
File size	:	1803 KB
Text-to-Speech	:	Enabled
Screen Reader	:	Supported
Enhanced typesetting	:	Enabled
X-Ray	:	Enabled
Word Wise	:	Enabled
Print length	:	337 pages
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Key Concepts

Olins argues that the key to building a successful brand is to understand the "brand essence." This is the core DNA of a brand, the thing that makes it unique and memorable. The brand essence should be reflected in all aspects of the brand, from the logo and tagline to the customer service experience.

Once the brand essence has been identified, it is important to create a brand strategy. This strategy should outline the brand's goals, target audience, and marketing mix. The brand strategy should be flexible enough to adapt to changing market conditions, but it should also provide a consistent framework for all of the brand's activities.

In addition to brand essence and brand strategy, Olins also discusses the importance of brand identity, brand values, and brand culture. Brand identity is the visual and verbal expression of a brand, while brand values are the principles that guide a brand's behavior. Brand culture is the shared beliefs and values of the people who work for a brand.

Case Studies

To illustrate his key concepts, Olins includes a number of case studies in Brand Thinking and Other Noble Pursuits. These case studies provide real-world examples of how brands have been successfully built and managed.

One of the most famous case studies in the book is the story of Nike. When Nike was founded in 1964, it was a small company with a limited budget. However, Nike's founders had a clear vision for the brand: they wanted to create a brand that inspired athletes to achieve their full potential.

To achieve this vision, Nike focused on building a strong brand essence. The brand essence of Nike is "Just Do It." This simple slogan captures the spirit of the brand and motivates athletes to push themselves to their limits.

Nike also developed a strong brand identity. The Nike swoosh is one of the most recognizable logos in the world. It is a simple, yet effective logo that conveys the brand's message of speed and athleticism.

Nike's brand strategy has been consistent for decades. The brand has focused on targeting athletes and fitness enthusiasts. Nike has also invested heavily in marketing and advertising. As a result of its strong brand essence, brand identity, and brand strategy, Nike has become one of the most successful brands in the world.

Brand Thinking and Other Noble Pursuits is a valuable resource for anyone who wants to build a successful brand. Olins provides a comprehensive overview of the key concepts of branding, and he includes a number of case studies to illustrate his points. The book is a must-read for any marketer, entrepreneur, or business owner who wants to build a brand that stands the test of time.

About the Author

Wally Olins is a world-renowned branding expert. He is the founder of Wolff Olins, one of the world's leading branding agencies. Olins has worked with some of the world's most iconic brands, including Nike, Google, and Virgin. He is the author of several books on branding, including Brand New: The Shape of Brands to Come and On Brand: Master the Power of a Distinctive Brand.

Additional Resources

* [Wally Olins' website](https://www.wallyolins.com/) * [Wolff Olins website](https://www.wolffolins.com/) * [Book review: Brand Thinking and Other Noble Pursuits](https://www.brandingmag.com/2014/09/08/book-review-brand-thinking-and-other-noble-pursuits-by-wally-olins/)

Brand Thinking and Other Noble Pursuits

by Debbie Millman

4.3 out of 5

Language	:	English
File size	:	1803 KB
Text-to-Speech	:	Enabled
Screen Reader	:	Supported
Enhanced typesetting	:	Enabled
X-Ray	:	Enabled
Word Wise	:	Enabled
Print length	:	337 pages
Lending	:	Enabled

FREE