What is branding? Thoughts from Wolff Olins global CEO Ije Nwokorie

Ije Nwokorie is global chief executive of Wolff Olins, having worked with the consultancy since 2006. He originally trained as an architect in Nigeria and the US.

In this interview from Design Indaba, Nwokorie talks about his definition of what branding is and looks at how it has changed over the years. He also offers advice to people looking to kick-start their career in branding and design.

Nwokorie says: “Branding sits at the juxtaposition of commerce, culture, technology and society – all these rich meaningful things. It is as fluid as a mark that people can remember and it is big enough that it can absolutely change what a city or a country is about.”

The next edition of Cape Town’s annual Design Indaba conference will be held on 25-27 February 2015. For more information visit www.designindaba.com/conference.

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