Branding & design

Chong Huang, Tay (14 of 30) Oral History of Wolff Olins.

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  • Type

    sound

  • Duration

    00:31:30

  • Shelf mark

    C1015/21

  • Subjects

    Branding

  • Recording date

    2002-01-25; 2002-03-12; 2002-04-12; 2002-09-12; 2002-09-16; 2002-10-01

  • Is part of (Collection)

    Oral History of Wolff Olins

  • Recording locations

    Wolff Olins offices, London

  • Interviewees

    Chong Huang, Tay, 1952- (speaker, male)

  • Interviewers

    Roberts, Melanie (speaker, female)

  • Abstract

    Part 14: Tape 7 (F11014) Side B: Enjoying travelling to Estonia with Wally for leisure when working in Finland- Normally little time unless staying- Anecdote about Wally's care with money- On why Wally always flew British Airways- Returning to The Union Bank of Finland- Explains background to difference between Swedish and Finnish Finns and its relevance to the restructuring and its success- Being told in absolute confidence that the Bank was going to be taken over by the Swedish giant banking operation Consalis and WO being asked to be part of this change including re-branding and naming- Explains relationship between original restructuring and this takeover- Becoming biggest bank in Finland as well as significant regional player- WO's involvement in this process lasting two to three years- Story being leaked and pressure on WO about the re-name- Problems of launching a new name- New identity and name, Merita, being a huge success- How new names were described as being achieved and how in this case it was- Describes long process of elimination largely to accommodate its meaning within various languages-

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