A BRAND IS AN ONION - HUGH WILSON

A Brand is an Onion is an atypical book, rich in anecdotes and illustrations that are the fruit of the author’s experience, whether as a manual or a repertory of ideas.

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A Brand is an Onion. At least it should look and behave like one : singular and yet coherent. Every aspect of a brand is branding, just as every slice of an onion is unmistakably « onion ». A Brand is an Onion covers a far wider range of subject's than most brand manuals. Culture, Serendipity and Timing are equally as vital to branding as Management, Creativity and Entrepreneurship. Both practical and philosophical, A Brand is an Onion contains stimulating thinking from a wide range of sources, bringing an original Anglo-French touch to the subject. The aim is top open perspectives without giving ready-made answers. Slice the book open.

Author’s biography : English-born Hugh Wilson is a marketing expert, having spent ten years at L’Oréal before creating his own brand : Handmade. He was also brand director at Clarins. He is now lecturer and consultant on brand strategy.

Original edition - 29€

ISBN - 978-2-909478-61-6

Access the page in French.