What I really, hugely, and antagonistically dislike is the attempt to quantify the unquantifiable. And if you are a branding consultant, you have to …

- Wally Olins

Brands and branding are the most significant gifts that commerce has ever made to popular culture.

- Wally Olins

The only requirement of a symbol is that it have substance underneath: The first thing to do is to try to establish the substance. The style comes af…

- Wally Olins

Branding is a profound manifestation of the human condition

- Wally Olins

We have to be alert to the way brands behave and misbehave. We have to reward the good ones with our loyalty and punish the bad ones by avoiding them.

- Wally Olins

Overall, because branding is about creating and sustaining trust it means delivering on promises. The best and most successful brands are completely …

- Wally Olins

It's quite extraordinary that a recourse (branding/identity) which is generally regarded as so significant, and is now so ubiquitous, is so little un…

- Wally Olins

Brands and branding are the most significant gifts that commerce has ever made to popular culture. Branding has moved so far beyond its commercial or…

- Wally Olins