Branding & design

Chong Huang, Tay (29 of 30) Oral History of Wolff Olins.

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  • Type

    sound

  • Duration

    00:30:11

  • 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 29: Tape 15 (F12207) Side A: Continues talking about arriving at a title for John Diefenbach ending up as Partner- Talks about conflict of cultures in terms of development- Not wishing to become an American company leading to some difficulty initially with JD- Explains in what way and learning to make an appropriate adjustment particularly as business practice changing in UK too towards the quantifiable rather than the intangible- Cultural difference more evident in work coming from London- Difficulty of conveying urgency and pace of US work to those working in London- Personal response to American culture mixed- Liked everything being possible attitude- Own involvement working on the Cadillac project and going to Detroit as well as working on the Knowledge Universe for Michael Milken (the junk bond king)- Being impressed by scale of MM's contacts in politics and show business and the larger than life feel of American businesses- Expands on the Cadillac job where WO helping to reposition and reinvent Cadillac in its maturity- Job coming out of work in London for General Motors- Difficulty of achieving a result as the product has yet to be transformed- Client wanting a world view so that the Cadillac became exportable- Describes product having highly sophisticated add-ons like night vision but external appearance unchanged as yet-

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