Branding & design

Olins, Wally. (10 of 19). The Oral History of Wolff-Olins

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  • Recording date

    2001-11-05, 2001-12-14

  • Is part of (Collection)

    Oral History of Wolff Olins

  • Recording locations

    Interviewee's home, Reading

  • Interviewees

    Olins, Wally, 1930-2014 (speaker, male)

  • Interviewers

    Roberts, Melanie (speaker, female)

  • Abstract

    Part 10: Wally Olins [WO] continues talking about his time in Bombay as his career progressed including the perks. Describes his approach to managing the Bombay branch of Benson's including an equalising drive that surprised the largely Indian staff and challenging a previously military style organisation. Talks of the benefits of his style as well as the points of resistance from e.g. the trades union representative. Analyses his good and bad points, talking about what he learnt while abroad. Talks about his feelings about advertising and his growing desire for a deeper relationship to the organisation than advertising could offer. Goes on to talk about the complexity of the term 'brand' and the problems of articulating its possibilities in the early days of corporate identity. Talks about the origins of the term 'branding'. Describes his relationship with a large client, Tartar, giving their background. Talks generally about working with clients including Repsol.

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