Managing control, costs, and the timing of a brand launch. Part Three: Belief in Branding
Most people think a brand is a logo. Wally Olins knew that a logo is just the starting line. In the early chapters of The Brand Handbook (often found around page 12 in PDF search results), Olins demystifies the "corporate identity" process by breaking it down into a tangible formula. The Brand Handbook Wally Olins Pdf 12
It is packed with case studies from Olins' legendary career. Managing control, costs, and the timing of a brand launch