The world’s leading practitioner of branding predicts the future of companies’ identities in an ever -changing marketing landscape What is the future for br

Here,Wally Olins sets out the ground rules for branding success in the 21st century, explaining why understanding the links between business, brand and consumer

"Wise, witty, readable, and very, very useful. A tour de force from the world's leading authority on branding." —Anthony Hopwood, Said Business School, Oxford

It is, of course, commonplace for corporations to operate sophisticated identity programmes. But identity has now moved way beyond the commercial area. We live