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British practitioner of corporate identity and branding
- Wallace Olins CBE (19 December 1930 – 14 April 2014) was a British practitioner of corporate identity and branding. He co-founded Wolff Olins and Saffron Brand Consultants and was the chairman of both.
en.wikipedia.org/wiki/Wally_Olins
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Wallace Olins CBE (19 December 1930 – 14 April 2014) was a British practitioner of corporate identity and branding. He co-founded Wolff Olins and Saffron Brand Consultants and was the chairman of both.
Olins, Wallace (Wally) (1930-2014), corporate identity and branding consultant, was born on 19 December 1930 at 49 Moresby Road, Upper Clapton, London, the younger son of Alfred Olins (1896-1970) and his wife Rachel, née Muscovitch (1897-1961).
illustrious British corporate identity and brand consultant Wallace (Wally) Olins CBE who died on 14 April 2014, aged 83. Olins co-founded the Wolff Olins corporate identity consultancy along with the corporate branding agency Saffron. He was a towering figure within the broad corporate marketing domain.
Apr 16, 2014 · Wally Olins was recognised around the world as a branding guru and the man who invented the idea of the corporate identity consulting as a recognised speciality rather than something admen do...
- The Intellectual Imperative
- The Economic Imperative
- Olins The Pragmatist
- Olins The Uneasy Pragmatist
During the early 1990s, two writers argued that a profound shift was taking place in the branding domain and this was going to lead to the company brand (King, 1991) and, moreover, the corporate brand (Balmer, 1995) coming to the fore. Back in 1991, Stephen King, the celebrated English advertising luminary (and one of the most cerebral consultants ...
The economic context for Olins making the strategic change is, I believe, straightforward enough. Progressively, graphic design driven corporate identity consultancy activities seemed passé and had its detractors (Aldersey-Williams, 2000). The corporate brand notion, in contrast had the benefit of being new; seemed strategic in orientation; and had...
The economic imperative and the diverse intellectual debate relating to corporate identity, corporate brands and company brands (as previously discussed) no doubt unsettled Olins. Reluctantly, he embraced the corporate brand notion and the whole world of brands and, regregattably, eschewed the corporate identity notion which he helped to promulgate...
I once asked him why, in light of his powerful advocacy of corporate identity he embraced the corporate brand notion and crucially turned his back on corporate identity? He admitted that he found this to be painful and explained that he tried to hold out against the change. The forces of change that militated against corporate identity and priviled...
- John M T Balmer
- 2014
Oct 23, 2019 · A pioneer genius in territorial identity and brand image, he co-founded Wolff Olins with Michael Wolff in 1965 on his return to London, and Saffron Brand Consultants in 2001. He could thus make his mark in territory design.
Since the early 1990s, he has been a leading proponent of the strategic importance of corporate identity. He is credited with writing the first articles on corporate brands (1995) and corporate marketing (1998) and is known for his seminal works on these areas.
