• Transform magazine
  • September 20, 2019

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Articles

Racing toward a smoke-free future

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Altering its corporate narrative while changing the societal perception of its products has required Philip Morris International to go all in on R&D, brand positioning and communications. Brittany Golob reports from Neuchâtel...

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Reinvention and heritage retention in brand development at Cannes Lions

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Reinventing a brand is not simply the process of crafting a new visual identity or audio brand or positioning strategy. Sometimes, reinvention – and transformation – requires a consideration of the company’s place in the worl...

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Dove promotes girls’ confidence in new campaign with Kelly Rowland

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Today, it takes nothing more than a scroll through social media, to shake young girls’ self-esteem. Universal Music’s creative division Globe worked with Dove, and American singer songwriter Kelly Rowland in a new campaign vi...

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Samaritans infuses brand with hope, life and connection

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Samaritans is a unique charity. It was established in 1953 by an Anglican vicar who operated an emergency telephone line, speaking to anyone with thoughts of suicide. From one person, Samaritans soon grew into a movement, ope...

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Mercedes Benz film celebrates its founding woman

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Storytelling and marketing are the new power couple in brand development. Mercedes Benz is leveraging multimedia to target new audiences and arouse their enthusiasm in the brand....

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Five minutes with Richard Finlow

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With a longstanding brand, well-established in popular culture, Zippo Manufacturing Company, the lighters and lifestyle organisation, manages to maintain its heritage while diversifying its product portfolio and differentiati...

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‘Doodles’ campaign offers a sweet twist on serious message

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Extracurricular activities can represent a sizable chunk of the average family budget. Parents rightly want to ensure that their children are getting as many benefits as possible from the after-school activities they take par...

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Enough is enough for new Virgin Active positioning

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Whether it’s mince pies or latkes, turkey or nut roast, the holiday season can be full of temptations to overindulge. It also means January is the biggest month of the year for fitness and gym brands, all seeking to capitalis...

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Brand profile: Kohler

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Kohler’s global faucet design strategy was revolutionised due to cultural research that helped the company maximise its product range, while at the same time driving internal change within the business. Brittany Golob reports...

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Brand positioning and its impact on corporate and societal change

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Building a brand – either in terms of awareness or business growth – requires, among other things, a fastidious approach to brand collaborations and a keen understanding of brand positioning. At Cannes Lions, some of the bigg...

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Communicating about #sexualhealth and contraception planning in a human way required a new, consumer-facing brand f… https://t.co/g4qDhIbMXU
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