• Transform magazine
  • April 27, 2017

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Articles

Opinion: Lessons from heritage and challenger brands

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What lessons can we learn from successful, heritage brands like Coke, and new players like BrewDog?, asks Christian Cook The most successful brands are not just about visual and...

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Driving a heritage brand

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“I have always had the philosophy that everyone should have the opportunity to explore, to dream, to envisage things no-one ever asked for.” So says Ed Welburn, former VP global...

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Peer perspectives: AT&T

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AT&T’s rebrand by Interbrand is a work in progress, but the first phases have been rolled out, including a new, simplified world icon. Jaid Hulsbosch, director of Australian brand agency Hulsbosch, examines the progress the A...

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Who am I?: Heritage and rebranding

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Heritage is more than just history, it speaks to the brand's purpose, to its past and to its promise to stakeholders. Getting it right facilitates innovation, but does getting it wrong lead to disaster?...

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New brand appeals to animal lovers

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Pet care brands are able to appeal to the public’s emotions since their names are inevitably wrapped up in fond memories of pets Animal imagery is a guaranteed way to hook people’s interest and the pet care sector has a better right to thi...

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Martini discovers its heritage through new identity

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Brands in the alcoholic drinks sector often accentuate their heritage and craftsmanship, and a recent revamp by Martini sees the vermouth retailer go back to its origins. The redesign is a simplification, reducing any shadows or highlights...

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K-Swiss’ new brand retains American heritage

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The trainer market is booming right now, with Nike and adidas leading the pack. In this competitive environment of super-brands there is no room for complacency, and the latest athletic footwear retailer to refresh its brand is K-Swiss. Th...

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The heart of the matter in Southwest Airlines rebrand

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The past few years have not been kind to the international airline market. Rising prices and the recession had seen reduced passenger numbers while low-cost liners sprung up like daisies. Since the economy has begun to rebound, it seems as...

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