What is the future for brands and branding? Does globalization mean that variety and individuality will be crushed out of existence by massive multinationals? Or will there still be room for brands and places that trade on being different? With the rapid rise of new markets in India, China, Brazil and elsewhere, will new global brands emerge based around local strengths and heritage? If so, what will this mean for the traditional dominance of brands based on Western cultural norms?
 
With his customary flair and no-nonsense prose, Wally Olins analyses the problems facing today's organizations, criticizes corporate misbehaviour where he finds it, praises those companies who seem to be building and sustaining brands successfully in our brave new world, and predicts the future of branding.
 
Incisive, invigorating and visionary, this analysis of our fast-evolving global marketplace comes from the guru described by the Financial Times as 'the world's leading practitioner of branding and identity.' No one interested in branding, marketing, business or contemporary culture will want to be without it.