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A Brand Is an Onion
Brand building as a layered creative practice, joining strategy, culture and the details people remember.
The onion offers a way to think about a brand’s identity: distinct layers, held together by a coherent centre. Wilson moves among anecdotes, images and working observations, giving culture, chance and timing a place alongside strategy. The physical edition uses rough paper, red sewing thread and a soft-touch cover.
Why I kept it
I wanted to learn more about branding.
Hugh Wilson is a brand strategist with a background in luxury, including Clarins. The book treats brand building as a layered practice that joins strategy, culture and the details people remember.
The onion is the image for a brand's identity: distinct layers held together by a coherent centre. Wilson moves among anecdotes, photographs and working observations, and gives culture, chance and timing a place alongside strategy.
It gives a complete view of storytelling and of the emotions behind branding.
I would give it to anyone learning branding.
Author
Hugh Wilson is a brand strategist and consultant with experience in the luxury industry, including work at Clarins and the creation of Handmade TM. His approach brings together culture, management, creativity and entrepreneurship. A Brand Is an Onion combines his writing, photographs and observations with a design by Axel Vagnard.
About the author & bookExplore further
Inside the making of the book
The printer documents the paper, sewn binding and red foil used for this edition.
ExploreAbout this edition
- Binding
- Paperback
- W × H × D
- 136 × 205 × 25 mm
- Publisher
- Odyssée
ISBN 9782909478616
Binding, interior and print finishes reconstructed for this showcase.