• Transform magazine
  • August 18, 2018

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Articles

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 bigge...

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Brand profile: Inmarsat Aviation

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With challenges related to awareness, market share, internal structure and business model, Inmarsat Aviation had to adopt a startup mentality and bold strategy in order to achieve success. Brittany Golob reports...

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Charity branding, in conversation

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Last year, the UK’s Workers’ Educational Association (WEA) undertook a comprehensive brand review. With the fruits of this labour soon to be implemented, Brittany Golob, speaks with James Ward, director of marketing, membershi...

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Brand profile: Wacoal Europe

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Shaping a brand is like shaping a bra. It requires creativity, research, science and an understanding of the target audience. How has Wacoal shaped its brand to better represent women and, as a result, help shape its category?...

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Spotlight on Konica Minolta

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The future of the workplace will be a fluid, digitally-connected, adaptable space. But to facilitate that, IT services will have to change too. Konica Minolta, through Workplace Hub is taking the first steps into changing the...

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Breath of fresh air in healthcare repositioning

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In centuries past, the ‘cure’ for pulmonary diseases was often for clean, refreshing air in the mountains or seaside. Today, medicine has evolved much farther. Now, a mile above sea level, at the base of the Rocky Mountains, N...

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Stark storytelling informs The Children’s Society’s new strategy

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The charity sector is one that has felt the burden of the recession and has taken active steps to rebound from the downturn. However, in the years since 2008, the third sector has only become more competitive as more charities are competing...

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Transform Asia Pacific Conference to take place 19 November

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In June, brand and communications professionals descended on Dubai for a half-day conference discussing rebranding, brand development and repositioning. The next Transform event, the Transform Conference Asia Pacific, will take place in Hong...

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Transform Awards Europe open for entries

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After a massive overhaul of its on-screen identities, sub-brands, corporate brand and most popular channel, ITV implemented its rebrand overnight last year. Not only were viewers awed by the new, changeable idents, but ITV went on to win fiv...

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Levi’s new positioning to revive brand’s cultural relevance

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Levi’s has launched a $96m global campaign to reinvigorate its brand and combat what has been dubbed ‘the Jeremy Clarkson effect.’ The campaign will use print advertisements, real-life customer stories, and a global TV and cinema spots to po...

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@transformsays

Latest rebrand of @DavidstowUK Cheddar cheese by @BrandOpus draws inspiration from the product's place of origin -… https://t.co/nh2cQZt9Te
Property company @Criterion_Cap partners with branding agency @RaggedEdge to launch new hotel brand,… https://t.co/mQ8l7MBu1b
One of the most popular single malt Scotch whiskies @GlenfiddichSMW collaborates with @agencyspace to introduce its… https://t.co/ONK2BF2F4X