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What I really, hugely, and antagonistically dislike is the attempt to quantify the unquantifiable. And if you are a branding consultant, you have to accept that there are a lot of things you just cannot quantify.

Wally Olins

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Wally Olins
Age: 83 †
Born: 1930
Born: December 19
Died: 2014
Died: April 14
Advertising Person
London
England
Wallace Olins
Dislike
Attempt
Accept
Accepting
Quantify
Cannot
Consultant
Really
Consultants
Things
Hugely
Branding

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Overall, because branding is about creating and sustaining trust it means delivering on promises. The best and most successful brands are completely coherent. Every aspect of what they do and what they are reinforces everything else.
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