Olly Wallins - On Brand, Chapter 01.
The tone of voice used by Olly Wallins in chapter one of his book "On Brand" is that of a distinctly informed character. He communicates the presence and dynamics of branding and consumerism in society objectively, with the addition of some subjective view points throughout the text - though these are supported by evidence enforcing his ideologies. The text is delivered via conversational prose through Wallins' first person, fluent, and personally-written narrative. The monologue, although sector specific and abundant with industry terminology and specialised language, doesn't feature jargon - it isn't obnoxious or pretentiously written - but is easily understood and clear in the communication of its message(s). A message of significance within Wallins' text is the notion that brands are representative of identity. That the success of a brand is dependent upon how the consumer identifies themselves within its visual language, or what the identity stands for in terms of ethics and company intent. The chapter provides copious amounts of Wallins' belief in this as he proclaims 'Branding enables us to define ourselves in terms of a shorthand that is immediately comprehensible to the world around us' and that 'brands are everything that enable human beings to help define themselves. Brands represent identity.' What Wallins is trying to communicate here is the impact brands have on society and culture. He is identifying the human trait to find assurance in the familiarity of brands as a result of their prominence within everyday life, through which people are able to promote their character and personality, beliefs even, via their selected brands.
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