Branding & design

Olins, Wally. (19 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 18: Wally Olins [WO] talks about what he is doing post Wolff-Olins, giving papers at conferences; developing the idea of branding nations spinning off 'Trading Identities'. Explains and then expands on how he is able to work through e.g. Saffron that Jacob Benbunan started and which he is Chairman of and its potential for global expansion. WO also visiting Professor to several universities and is currently writing a book. Talks about the new book in terms of the enormous change in the power of 'brand' as a concept between the seventies and now. Reflects on mistakes he made at Wolff-Olins. WO describes the impact on his life and his relationships on the break up of his first marriage.

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