Essay 2 - On Brand by Wally Ollins

Quotes and thoughts.

"Branding enables us to define ourselves in terms of a shorthand that is immediately comprehensible to the world around us." 
Ollins is saying that brands are no longer just a house hold items. They are ways for consumers to  express themselves to others.

"The brand is controlled by us - the consumers."
Ollins goes on to say that no one forces anyone to buy a Nike cap, but no one would wear a Barclay's one. The consumer decides who they like and who fails. It seems, all is up to the consumer.

"Some of the cleverest brands, the ones that are managed by the people with sensitive antennae, are reaching out  to create a relationship with society." 
Ollins talks about how powerful brands use all-inclusive emotions to be successful world wide. They use advertising with social content that connects with people.

"Shell, it seems, is attempting to recreate itself into a listening, caring corporation. Shell wants its brand, and therefore the whole organisation which the brand largely subsumes, to be respected, admired, even loved by all those who deal with it."
Apparently in the 1990's Shell wanted to express its concern for environmental issues. The irony, though was that they wanted to do so because they wanted to be liked, not because they wanted to lessen their contribution to the concern.

"Even people who would shudder at the thought that they had anything to do with branding are trapped by it. Woody Allen's movies are as strongly branded as Disney's, although he wouldn't thank anyone for saying so."
Everyone is encompassed by brands and it is impossible to not be. In this day in age, to be the type of person who detests brands is a brand, and will be catered for.