The art of naming
Perhaps the most obvious part of a brand identity is the brand name. Some brands are named after people, like Disney. Others are abbreviations, like IBM. Many are named after …
Course: The Secret Power of Brands
How Google designs its brand
Google is one of the biggest brands around. It increasingly believes that design plays a vital role in building its brand. And design, for Google, means not so much what …
How Orange manages its brand
Watch Jason Panudy, who’s head of creative and brand identity at Orange, describe his fast-changing job. Think about how far the old model of policing a brand can shift into …
A day in the life of a brand strategist
Get a glimpse into the everyday life of Melissa Andrada, a brand strategist at Wolff Olins, based in London. Melissa talks about three things that matter most for a brand …
Doing well
This post by Robert Jones was originally published on the Wolff Olins blog. The original post from March 2013, together with comments, is available via a link at the bottom …
An invitation
We hope you’ve enjoyed the last six weeks. We’d like to invite you to pursue further study with us. We run a pioneering MSc course in brand leadership at UEA, …
The new mainstream
This report, The new mainstream, created by brand consultancy firms Wolff Olins and Flamingo, looks at how ‘consommacteur’ behaviours are becoming mainstream. Consumers, it argues, are demanding a new deal …
