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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.

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
Else
Aspect
Coherence
Best
Promise
Coherent
Everything
Completely
Branding
Mean
Creating
Sustaining
Every
Trust
Delivering
Successful
Overall
Success
Promises
Means
Brands
Reinforces

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