Giving is the ultimate luxury: Wally Olins at IE

Written on July 11, 2007 by Margarita Alonso in Uncategorized

wallie family photo.JPG

Olga Slavkina, Wally Olins, Max Oliva, Juan Pablo Ramirez and Jacob Benbunan
(photo Irene Medina)

Some time ago Olga Slavkina (IMBA 07) was told that if she wanted to know something about brands she should read “On Brand” Wally Olins latest book. Outspoken and abrasive, he is the Chairman of Saffron and one of the most claimed authorities in branding.
Now, while involved in her MBA, she had the great idea of sending Wally an e-mail asking him to be the first guest of the Funky Business club. The following day she received an answer from Wally himself accepting the invitation.

This is how students, alumni and many others could enjoy a great conference about the fast evolution that branding is suffering nowadays.

Photo Irene Medina
Wally pointed out the fast evolution of brand concept. Traditionally consumers bought brands because they meant a relationship between a certain quality and a certain price but nowadays, no matter what companies want to sell, consumers are claming for something else.
They are not interested in the rational factors any more. Now they want to know how brands are going to help. “Giving is the ultimate luxury” “Giving is the new buying” One clear example is the American Express red card. “Ten years, five years ago it would have not been possible”.
Many Marketing Directors have realized this already and are launching costly campaigns full of good willing messages but wide of meaning or action. The buyers give but nothing happens. Wally is categorical “If you say you are doing what you are not doing, shut up for a while and wait until you can do it”. All of us want to feel a bit like Mr. Schmidt.
He called our attention about the low profile performance of most NGOs. Too often managed by amateurs, they are not conscious about the importance of building their brand yet. Some outstanding execptions are WWF, Medicins sans frontieres or the Red Cross.
He also discussed about the difficulties of branding a city or a country. “Madrid, for example, is a city that moves very fast, great infrastructures, it is the image of the Spain´s fast evolution, but Barcelona has the glamour.”
wallieattendees.JPGwallies attendees.JPGwallieattendees2.JPGwallieattendees3.JPGwallieattendees5.JPGwallieattendees4.JPGWALLIEATTEN.JPGWALLIEATTEND.JPG

Everybody was captured by Wally´s speech! (photos Irene Medina)


Mortgage December 6, 2007 - 9:40 am

The refinancing is aggravated by the fact that most loans during your term in the same rates, or by increasing annuities to be repaid, the recorded refinancing resources but often end of the term, and during the agreement period in the same amount available, and with interest to be served. The business betraglichen congruence between loan and refinancing tries, in a holistic view of the entire loan portfolio, for example, in a Fristen- or layers balance into account.
This is snippet. Continue Mortgage

refi August 10, 2010 - 9:34 am

This is the perfect blog for anyone who wants to know about this topic. You know so much its almost hard to argue with

you (not that I really would want…HaHa). You definitely put a new spin on a subject thats been written about for

years. Great stuff, just great!

I like the helpful info you provide in your articles. I will bookmark your blog and check again here frequently. I am quite certain I will learn lots of new stuff right here! Good luck for the next! April 5, 2012 - 12:54 am

I just like the helpful info you provide for your articles. I will bookmark your blog and take a look at once more right here frequently. I’m reasonably sure I’ll be informed lots of new stuff right here! Good luck for the following!

HCG April 24, 2012 - 12:31 pm

An Endocrinologist and weight loss expert in Miami, Florida, has treated thousands of overweight people, both men and women with this diet and natural hormone. No side effects or difficulties have been reported after 55 years of use. A pregnant woman makes millions of units of this hormone a day. When she has no access to food, the HCG dissolves her fat and sends it to her baby. http://www.drlipmanhcg.com/

amoxil walgreens pharmacy technician October 31, 2013 - 2:48 pm

Don’t stress out, you’ll be just fine for your interviews.

If you are suffering from arthritis, there are a lot of herbal medicines that you can
take to help relieve the pain and inflammation. com is readily
available to help you in any case regarding your health and protection.

pharmacy assistant October 31, 2013 - 6:34 pm

As far as financial rewards, many pharmacy technicians
are paid handsomely for their efforts. Pharmacies are usually paid by third-party insurance companies for all the prescription medication that they dispense.
com is readily available to help you in any case regarding your health and protection.

Jack January 2, 2014 - 10:17 am

Couldn?t be written any better. Reading this post reminds me of my old room mate! He always kept talking about this. I will forward this article to him. Pretty sure he will have a good read. Thanks for sharing! We Obsessively Cover the Auto Industry

blow 4 1inches March 19, 2015 - 12:36 pm

My partner and I stumbled over here different web page and thought I may as well check things out.
I like what I see so now i’m following you. Look forward to looking at your web page for a second time.

Leave a Comment


We use both our own and third-party cookies to enhance our services and to offer you the content that most suits your preferences by analysing your browsing habits. Your continued use of the site means that you accept these cookies. You may change your settings and obtain more information here. Accept