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Entry no.: 1355

15 Apr 2014, 10:27 PM

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Comments: 0

Branding What am I now, Wally?

Wally Olins CBE 1930-2014

Wally Olins, Aneta Bogdan, Mihai Bogdan, Cristian Kit Paul and team at Brandient Office, Bucharest, 2003

Wally Olins with Aneta, Mihai and the rest of Brandient startup, including myself, at our Office, Bucharest, 2003. © Brandient. Click here or on the image to enlarge.

When we met him for the first time, in 2003, Aneta, Wally, Mihai and myself were sitting the small office Brandient had at the time — while preparing BrandRo, the nation branding conference — talking, asking outlandish questions. He was answering, patiently — as he always did.

"I've been in advertising, and I knew what I was: an art director. Now we started this branding and design company. What am I now, Wally?" I asked him with wide eyes.

"You're a brand designer now," he said, and I realised there's a whole profession ahead to discover, learn and invent.

Some other time, we asked him how come his books are written so impossibly fluid. He replied: "It's not about writing, it's about rewriting." "Really," we said — "how many times do you rewrite a book like this?" pointing to On B®and, which just came out at the time.

"Twenty," he said. "I rewrote that twenty times."

Wally left us today and we miss him already.


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