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A Brand is an Onion
Odyssee 2024 ISBN 9782909478616 Acqn 34367
Pb 14x21cm 288pp col ills £25

Stimulating thinking for better branding. A toolbox for marketing executives and students in
business and design schools. A Brand is an Onion contains insider secrets from the French
luxury sector in attractive, bite-sized slices. Hugh Wilson stimulates thinking and lights fires, using
examples from his own experience, but also giving voice to a wide variety of thinkers, authors,
and business experts. The 43 chapters cover many subjects, from management to culture, to
creativity and practical techniques for the would-be brand builder. Designed as a brand person's
curiosity cabinet, the objective is to open perspectives and spark novel ideas, without giving
ready-made answers.

Why choose an onion as a metaphor? Perhaps because a brand is an image in people's minds.
Perhaps because a brand is multi-layered, each portion being slightly different from the next; but
nevertheless, forming a coherent whole. The utmost care has been given to the layout, including
bespoke calligraphy and custom typography.

Hugh Wilson has worked in the French luxury industry for over 30 years. He was a marketer for
ten years at LANCOME (L'OREAL) before creating his own premium finger food brand,
HANDMADE TM . More recently he was Brand Director of CLARINS. Today he is a strategic
brand consultant, gives conferences, and teaches at Sciences-Po Paris and at l'Ecole Superieure
d'Arts Graphiques Penninghen. Hugh Wilson succeeds in providing mind-changing thoughts, in
an educational yet entertaining style.

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