Wally Olins (1930–2014) was chairman of Saffron Brand Consultants and a professor at University of the Arts London. He received the CBE for services to business in 1999.
Wally Olins' The Brand Handbook (2008) defines branding as a strategic, "inside-out" process that aligns an organization's values across product, environment, communication, and behavior. The 112-page manual, published by Thames & Hudson, emphasizes that effective branding creates an emotional connection, serving as a vital tool for competitiveness in the 21st century. Learn more about the core philosophies in the PDF overview at Wally Olins The Brand Handbook - Motion The Brand Handbook Wally Olins Pdf 12
Branding is not just for commerce; it is a tool for countries, cities, and non-profits to create a sense of belonging and "good ideas". Wally Olins (1930–2014) was chairman of Saffron Brand