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13th March 2014 Sara Lock

Resources by Owen Hughes

Brands that connect, inspire action and change behaviour

In this report from AMA conference 2013, Owen Hughes from Wolff Olins outlines why Wolff Olins believe that action will become as powerful as currency in the new economic landscape.

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Ground-breaking brands

At Wolff Olins they ‘do brand’ and in a nutshell they believe that brand is not the organisation's name, logo, slogan, advertising campaign or marketing activities. At its simplest they believe that brand is: 1. Your purpose – why you exist in the world 2. The way that all your different stakeholders experience that Owen Hughes shared with AMA conference 2013 delegates how they work with a wide range of clients with the aim to work with them to reinvent and transform what they do and redefine the markets that they operate in – really to ‘change the game’.

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