: Every organization must establish a clear structure (monolithic, endorsed, or branded) so that its various entities are easily understood.
At the core of Olins' human-centric philosophy was a simple, profound observation: human beings have only two core desires— and to be different . Strong brands satisfy this duality. They create a "tribe" for people to join (belonging) while helping them signal their own identity and individuality (being different). Master this, and you master brand loyalty. the brand handbook wally olins pdf 12 hot