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The Big Idea

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AUTHOR(S):

Robert Jones, Head of Consulting, Wolff Olins

 

Among all the articles extolling brand as the savior of companies and the guiding light of strategic decisions, we begin this piece by Robert Jones, head of consulting at Wolff Olins, and find-well, almost the opposite. "Designing identity, designing bran

 

PUBLISHED: 2001

 

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