Wally Olins. ON B®RAND

During the early days of Saffron, I worked with Wally Olins on the design of his book ‘ON B®AND’. Naomi Klein was getting a lot of media attention at the time because of her book ‘NO LOGO’. She raised good points, but missed the essence of how powerful good and thoughtful branding can be. I suggested calling the book ‘YES LOGO’ – Wally was always a provocative character, and I thought the red rag approach was very him. He just raised his eyes to the heavens, gave me a withering look and said: “A brand is so much more than just a logo Daren.” Point taken.