100 Degrees of Brazil

100 days project

DAY 79. Wally Olins

col with hat

Chairman, Saffron Brand Consultants Ltd.




Wally Olins is ‘the world’s leading practitioner of branding and identity’, according to The Financial Times.  Formerly Chairman of Wolff Olins and currently Chairman of Saffron Brand Consultants, he has advised many of the world’s leading commercial companies, including 3i, Renault, Repsol, BT, Volkswagen, Tata and Lloyd’s of London and has also worked with many countries, regions and cities, among them Portugal and Poland.   He has acted as an advisor to both McKinsey and Bain.


What is your impression about a brand called Brazil?

Tumultuous, rapidly growing, some highly sensitive engineering – for example, Embraer.

Still in two or three different civilizations and cultures at the same time, from highly sophisticated to gangster-ridden to indigenous Indian with quite a lot in between.

One of the most amazing countries in the world.



Wally Olins é ´the world’s leading practitioner of branding and identity’ (“o principal praticante mundial de branding e identidade”), de acordo com o The Financial Times. Ex-Presidente da Wolff Olins e atualmente Presidente da Saffron Brand Consultants, ele aconselhou muitas das principais empresas comerciais do mundo, incluindo 3i, Renault, Repsol, BT, Volkswagen, Tata e Lloyd’s of London, e também trabalhou com muitos países, regiões e cidades, entre eles Portugal e Polônia. Ele já atuou como consultor para a McKinsey e para a Bain.


Qual é a sua impressão de uma marca chamada Brasil?

Tumultuado, em rápido crescimento, engenharia altamente sensível – por exemplo, a Embraer.

Ainda em duas ou três diferentes civilizações e culturas ao mesmo tempo, de muito sofisticados à criminosos, indo até os indígenas, com muita coisa entre eles.

Um dos países mais incríveis do mundo.

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This entry was posted on July 1, 2013 by in Americans and tagged , , , , , , , .

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