The Story Of Shell
How a great brand fell from grace
Paddy Briggs BrandAware
In his seminal book on brand and design, Corporate Identity (published in 1989), Wally Olins describes three different forms of corporate structure: the 'endorsed', in which the corporation has a group of activities and companies which it endorses with the group name and identity (e.g. General Motors); the 'branded' where a company operates through a series of brands which may be unrelated to each other or to the corporation (e.g. Unilever) and the 'monolithic', in which a corporation...