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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

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Wally Olins
Age: 83 †
Born: 1930
Born: December 19
Died: 2014
Died: April 14
Advertising Person
London
England
Wallace Olins
Good
Avoiding
Reward
Brands
Loyalty
Behave
Rewards
Misbehave
Ones
Alert
Way
Punish

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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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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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