• Transform magazine
  • April 30, 2017

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Articles

Opinion: How can an iconic brand rediscover the magic?

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What makes a brand iconic? David Airey in his book, ‘Logo Design Love: A Guide to Creating Iconic Brand Identities,’ says in order to be called an icon, a brand must be “simple, distinctive, memorable and adaptable.” But in a...

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Opinion: Masking brand appeal

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Cycling masks are an unsexy solution to an unsexy problem. Rupert Faircliff of Brandcap asks how can cycling mask brands overcome various obstacles to create genuinely desirable products?...

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Opinion: How can brands take their tone of voice around the world?

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Neil Martin from language agency the First Word explains the pitfalls and practical steps to making words work in different countries In our writing workshops, we often ask peopl...

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Opinion: Can older brands fight the flab?

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For those brands pushing middle age, bloated visual identities are getting in the way of success. How can older brands learn from new upstarts in terms of brand simplicity? Steve Owen writes...

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Opinion: The benefits of brand architecture

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How can brands best manage their brand architectures to ensure commercial gain and as stronger brand? Anthony Cox discusses the value of a clear brand architecture As brands seek...

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Opinion: Why do emotion-driven brands succeed?

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Brand managers are no strangers to the value of tapping into their target audiences’ emotions. It’s a well known industry fact that Coca-Cola sells happiness and Apple, in its own words, focuses on delight, surprise, love and...

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Opinion: You don’t have a Glassdoor problem, you have a problem

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Ahead of this week's Employer Brand Management conference, Kirsten Davidson discusses Glassdoor as a reflection of the employer brand. The conference will be held on 6 December in London...

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Opinion: How can video content help solve the UK productivity crisis?

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Ahead of next week's Employer Brand Management conference, Jeremy Stinton talks about the relationship between video and productivity. The conference will be held on 6 December in London....

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Opinion: Is disruption the new steady?

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Disruptive business models are changing the global business – and brand – landscape. But Duncan Shaw from Living Group asks, is disruption the new steady? Colleagues in our North...

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Opinion: What's in a word?

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Is owning one word the new litmus test for a good brand? Joe Hewitt discusses Specsaver’s recent trademarking win and explains when brands should – and shouldn’t– take a one-word approach to verbal identity....

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@transformsays

Global #design agency @the_partners helps to rebrand @METIintl's search for intelligent life: #alienshttps://t.co/phDd7F6yHN
We interview @hootsuite CMO, Penny Wilson, on why 2017 is the year for social to embrace its human side: @hootpennyhttps://t.co/b28hUTcxC9
Opinion: How can an iconic brand rediscover the magic? Ben Lambert, co-founder & director @PB_Creative_Ltd, writes:… https://t.co/A5Y2Vm89xj