• Transform magazine
  • May 25, 2019

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David Benady

Moving day for corporate purpose

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Purpose may be this year’s buzzword, but is it superseding the importance of brand? David Benady examines the rise of purpose and its impact on corporate and product brand management...

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Avoiding clichés in gender-specific alcohol packaging

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Brands are targeting a new generation of women who reject the flowery, pink-hued packaging designs of the past. Vodka brand LBD – launched in the UK this spring by Brown-Forman – is aimed at 19-24 year-old women who are after...

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Bruised but not broken

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For brands with sustainability and CSR sins in their pasts, the future may require penance. How can companies transform their bruised reputations to become ethical saints? David Benady investigates....

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Not what the future used to be

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Post-recession, bank brands are in a period of transition. Many are trying to account for their past discrepancies while preparing for a future wholly different from that which they had envisioned. David Benady reports...

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A rose by any other name

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Naming a company, brand or product is not as simple as adding ‘i’ to the beginning of a word. A name has to invoke a sense of what it is trying to describe, while avoiding the potential intellectual property and translation i...

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