Successful brands triumph by making employees ("insiders") believe in the brand, leading customers to "buy into" it. The Four Brand Vectors: Olins introduces four key ways a brand manifests itself:
For further reading or to purchase the physical copy, you can find The Brand Handbook on platforms like Amazon or Google Books . The Brand Handbook Wally Olins - sciphilconf.berkeley.edu
In a globalized world, being "average" is fatal. Olins pushed the hot agenda of distinctiveness . If your brand could be swapped with a competitor without the customer noticing, you don't have a brand; you have a product.
: The physical and digital spaces of the brand, such as retail stores, offices, or a LinkedIn company page.
