• Transform magazine
  • March 26, 2017

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Articles

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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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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Opinion: Embracing the power of digital nostalgia

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Sales of vinyl records are soaring and Millennials are out chasing Pokémon, as the past and the future collide, how can brands build a bridge between the digital and physical? Simon Massey, global CEO at the Gild examines thi...

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Opinion: What makes brand extensions succeed?

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Brand extension has evolved dramatically in the past twenty years or so. Back then, there was a fairly gentle expansion of FMCG goods into adjacent product categories – Mars ice cream bars made huge news in 1988. Now extensio...

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