• Transform magazine
  • February 19, 2018

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Articles

Opinion: How can we redress the balance in membership organisation branding?

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"By handing over their heart and their passion, trade bodies and membership associations are also handing over their voice and their soul," says Max du Bois. How can they avoid these pitfalls?...

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Shifting brand architecture

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Chemicals and pharmaceutical company, Merck, is repositioning itself as a global science and technology company. It has also simplified its brand architecture, outside of the US...

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Pearlfisher rises to the challenge

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Iconic over-the-counter drug, Viagra, was coming to the end of its Russian patent expiration after 15 years as a market-leader. This, along with a markedly different consumer profile, was the catalyst for a brand overhaul intended to keep...

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