Brand Strategy and Innovation at Wolf Ollins

I've always loved the work of Wolf Ollins. Much to the disgust of many of my peers, I absolutely love the brand for the London 2012 Olympics.

I read with great interest London brand strategy agency Wolf Ollins broadening their offer from strategic branding to new business, product and service creation. In 2009 they assisted Mercedes Benz develop two new branded services — Kinderclass and Mercedes Benz Driving Acadamy — which are driving growth beyond their world of cars.

As a brand consultancy Wolf Ollins have taken a brand-centric view of innovation. They ensured each new venture leverages unique aspects of the brand — German engineering and control — in addition focusing on giving the brand relevance to a new audience and achieving results in a return of sales of 20% or more.

What I also find interesting is when I view this work in context of one of my favorite authors John Grant. Seen from a marketing perspective this initiative ticks many of the boxes from his excellent book The New Marketing Manifesto.

1. Get up close and personal
2. Tap basic human needs
3. Author innovation
4. Mythologise the new
5. Create tangible differences in the experience
6. Cultivate authenticity

It's another concrete example of traditional branding consultancies evolving their offering into something altogether more interesting, exciting and valuable.