That is a company which destroyed itself because it was cynical and misused its heritage. One can think of other examples of products or organizations that destroyed themselves in this way. Another example: Andersen Accounting. It happens again, and again and again. Then you have to choose by emotion. If it is not generating news it is clipped out of our awareness. And the news it generates must be on message.
Yes and no, because that does not take into account web content. That was true until a very few years ago, simply because all content about anything was generated by the conventional media.
Now it can be generated, and is generated, by everybody. Georg Jensen is the name of this watch brand. Georg Jensen was an incestuous rapist and so on. Obviously, I just made that up. But if I put it on the web somebody would pick it up and there would be a whole performance about it. How has technology changed things in branding? Well, for people of my generation, not at all. I mean we kind of know about [new technology] and we use it in a hopeless, pathetic sort of way.
I am very uncomfortable with it. The power has affected twenty year olds, twelve year olds. And as I mentioned yesterday, the first time I even knew about it was when a journalist phoned me.
But I could immediately see the Olympic logo was not a piece of standard print design. It changes colour, it jumps around, it works with other logos. So how will [technology] change for generations below you?
It will change life hugely. A They will be able to answer back, and they already do. B Everything will move, and dance and jump around the place. Of course there is also Wikipedia, where users can add content….
User content is going to be increasingly significant. A great deal of it will continue to be partial, ignorant and ill-informed, as it already is. And there will be more room for the lunatic fringe. In England, which is a profoundly democratic country, we have a deeply undemocratic voting system—fortunately.
First past the post, wins. Either you win or you lose. Which means, lunatic fringe parties get nowhere. Now if you are a democratic society and if you have the web, however lunatic or fringe you may be you can scream and shout as loud as you like. You quite rightly say that this is for the generation to come. Will this logo alienate the older generation because it is so focused on the coming generation?
The older generation always get alienated. I mean people from my generation are always walking around saying things were much better when they were younger.
If anything, things were much worse when I was young. Or you can see early Victorians talking about how much better Georgian society was. Old people think young people are hopeless and young people think old people are kind of half-witted, which may well be true [smiling].
Right now as we talk in November 08, — Bush is bad, Obama is good. Now clearly [laughing] that is so simplistic in relation to a country like the United States as to be laughable, I mean we both laughed when I said it. But personalities are incredibly important in making imagery really palpable for people. But they are very dangerous because they are hard to control. Take for example Michael Jordan for Nike: suppose he turns out not to be such a nice chap after all?
Other people take a more sanguine view. You mentioned Barak Obama. Celebrating the life of Wally Olins: Leading corporate identity exponent and prominent brand proponent. J Brand Manag 21, — Download citation.
Received : 03 June Revised : 03 June Published : 11 September Issue Date : 01 August Anyone you share the following link with will be able to read this content:.
Sorry, a shareable link is not currently available for this article. Provided by the Springer Nature SharedIt content-sharing initiative. Skip to main content. Search SpringerLink Search. Abstract This article outlines the nature, significance and legacy of Wally Olins — vis-a-vis corporate identity and brand management. Figure 1. References Aldersey-Williams, H. Google Scholar Balmer, J.
Article Google Scholar Balmer, J. Article Google Scholar Bernstein, D. Google Scholar Cornelissen, J. Article Google Scholar He, H. He landed his first job as head of an advertising agency, Ogilvy and Mather. The agency was located in Mumbai, India, where he spent half a decade working.
Even before the term branding came into existence, Olins developed interest in the field. Private and non-profit organization were discovering about this unique process of reputation building which had Olins excited about the possibilities that this particular area of advertising would offer.
In order to pursue his passion for branding he travelled around the world and worked in some unusual places from Northern Ireland, Lithuania, Mauritius, Poland to West Bengal.
Other artists reviewed Olins work and identified the possible influences. There are several reasons for it. First of all over the last 50 and certainly over the last 25 years there is a much stronger movement amongst smaller countries to assert themselves.
There are far more countries now than there have ever been before, and within countries regions the Basque Country, Catalonia in Spain, Scotland in GB, and so on are all trying to assert some kind of feeling of -not necessarily total independence- but a feeling of self confidence about who they are.
And then you have all these countries that were formerly part of what we used to call the Soviet Block, they are all coming back under these circumstances. That's one reason. The second reason is that now if you do not have a national brand that is recognisable and which people can respect, then you don't get so much tourism, you don't get so much foreign direct investment, and your brands when you export them don't have the same value as other people's brands.
I'll give you a particular example of this: Slovakia manufactures more cars than any other countries in the world, but you will never see a sign on any Toyota, on any Peugeot or on any Citroen that says 'made in Slovakia'. What happens is that these countries are labelled as cheap manufacturer facilities and all the value added goes to the other countries. What you've got then are a series of situations where countries that you might call 'great legacy nations' like France, Germany, Italy, or Britain where the nation is known, where the products and services of certain kind is respected, the art, culture and history are known, so they have a very particular place and if you take your country -France- it's perfectly possible to exploit that situation you're interested in.
Classically developing an idea around its city of origin which gives it more value. A Polish cosmetic company -there are several which are quite good- they can't say they are from Krakow because that doesn't mean anything.
There are huge incentives here, commercial incentives, appart from the political incentives, there are genuine commercial imperatives to do that.
And because the world is becoming more and more competitive, organisations in branding cities, regions, nations, are getting more and more concerned to do this. But there are huge problems associated with it. I see two kinds of regional branding: the corporate one that attracts companies and the touristic one. Do you think it's crucial to split them? I think there are not two, there are three.
There is the issue of foreign direct investment, which can be investments in all kind of things. The crossover between tourism and foreign direct investment is not as straight forward as you might think.
For example, I may decide as a tourist to buy a house in Slovenia. Is that tourism or foreign direct investment?
Where do you draw the line? So you have to be very clear about the way the nation projects itself, that you're talking about a series of issues which are addressed sometimes to overlapping audiences.
But the key to it is that you have an idea: an idea of France, an idea of Spain an idea of Italy An idea which you can interpret for different audiences in different ways. And you won't use the same words nor the same images but the idea behind the brand, wherever it manifests itself, has to be the same. From a business point of view, is there any risk for these regions to be related to a simple product and loose the culture of the region? That happens. Germany is associated with very high quality engineering.
But it is not associated with smart clothes. So Hugo Boss doesn't make a big noise about being German. Because it doesn't help. You make a big noise if you're in making cars, in engineering. And the same thing applies to a lot of countries. There are some countries where the associations are very very strong. In some countries you're going to have a very very broad range of ideas which are related to the country.
In other countries you don't get such a broad range of ideas. So one has to accept that what people look at are stereotypes. I think the classic example is probably the United States.
Well there are 3 or 4 quite clear stereotypes. One of them is opportunity. There is nowhere in the world where you get more opportunity than in the United States. The American Dream, all that stuff; that's one idea. It's a completely different idea but a very powerful one. The third idea is the high stream: MacDonalds, Disney, all that junk. And there are more than three ideas. Now these ideas are separate but in different times you will think different things about America.
For example I read a very interesting research a couple of years ago when Bush was President. In Egypt, in Cairo, they asked a few questions. Question number 1: which country in the world do you hate most? Question number 25, if you wanted to emigrate, where would you move to?
So that gives you a feeling of how people's perception are confused: they are contradictory, but they are powerful. And you get that about most countries -no that's not correct- you get that about some countries. There are other countries where there aren't any perceptions at all. I was working in Lithuania, and people said: what does the world think about Lithuania? The answer is they don't even think about Lithuania, they don't know it's there.
There's that set of perceptions, too. In France these last two years we've seen dozen of towns, regions, departments or territories trying to become brands. Have you noticed one in particular? A couple of years ago, I think I noticed Lyon. It was very clever and very funny. It was a little boy who was a bit naughty and a bit charming and a bit -not exactly rough but a bit wild, and it was very clever and I thought it was extremely amusing and individual idea.
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