A Brand Is an Onion

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.

Miguel Torrez