• Transform magazine
  • October 19, 2017

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Articles

Opinion: How to relaunch an icon

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In a tougher beer market, how can one global, heritage brand fight the trend against all that is new and local? By repositioning itself to emphasise its freshness, originality and character. Martin Flavin discusses the Carlsb...

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Rewind: Saab

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Once a reliable automaker and a flagship Swedish brand, now reinvented by a Chinese investor as NEVS, could a brand repositioning have saved Saab from bankruptcy? Nick Moffat, cr...

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Wacoal Europe, a fashionable rebrand

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There are companies that put a high premium on image, but none take image as seriously as fashion companies. Lingerie company Wacoal Europe has gone through a rebrand in order to reach a wider audience while reaffirming its c...

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Place branding: Denmark

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Denmark has crafted its place brand on the very things that make it one of the world’s happiest countries: collectivity, egalitarianism and positivity. Amy Sandys reports on its cultural and arts heritage...

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Now welcoming entries for the Transform Awards Europe 2018

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Benchmarking the journeys brands make for almost a decade, the Transform Awards Europe should be a key date in every communicator and brand strategist’s calendar. In March this year, the Transform Awards Europe 2017 heralded...

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Natural charm and culture in Cyprus Airways rebrand

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For many countries, the flag-carrying airline is one of its most important place brand signifiers. The flag carrier provides a link between the means of travel and destination country; the airline can work with local tourism...

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Opinion: Why brand an infrastructure?

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The past decade has seen a transformational shift in how we in the UK see our infrastructure. Where once transport hubs were pragmatic, liminal spaces, today they are destinations for retail, dining and a whole lot more....

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Opinion: Who needs signs?

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I have spent my life working out how to get people where they need to go. Wayfinding is the current name for it. (Although I think ‘wayshowing’ is a better description.) Signs can often be a blight; a hindrance rather than a...

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Opinion: Do brands understand the value of customer experience?

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Due to significant changes in the world of communications, brand experience has never been more important. Digital usage has matured, customer experience is acknowledged as sitting at the heart of many platforms, and brands u...

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Opinion: Why use brand thinking in a digital world?

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The branding industry has long been talking about brand ‘being a two-way communication.’ This is completely true, but the essence of brand remains the same – it’s about connection. It doesn’t mean you’re higher quality, cheap...

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@transformsays

Brand agency @AesopAgency is helping leading US instant mash brand @IdahoanFoods take root in the UK:… https://t.co/ejvuo9u5QL
RT @_digital_impact: Thanks once again to everyone who celebrated with us at the Brewery last night. Read all about the event over @Communi