• Transform magazine
  • June 20, 2019

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Emily Andrews

Breakaway brands

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The IPO of Bayer spin-off, Covestro, was one of the biggest corporate launches this year, yet Kirsten Foster, executive director of strategy at Landor – who oversaw the creation of the Covestro brand – maintains that, despite...

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How to repot a brand

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Sometimes, like a plant that outgrows its pot, a brand must adapt to accommodate changes to its products or sector. How do organisations faced with this challenge approach rebranding, renaming and repositioning. Emily Andrews...

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The future of food

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Independent charitable foundation, the Wellcome Trust, has created a sub-brand for a public engagement initiative around food, health and the planet. The Crunch brand is intended to inspire the UK to make nutrition a priority...

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Place branding Tel Aviv

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Hila Oren, the founder and CEO of Tel Aviv Global, spoke about the city of Tel Aviv at a place branding event, the City Nation Place Forum, in London on 5 November. Oren, who is currently doing a PhD in city branding, spoke o...

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#TransformTuesday: 24 November

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Every week, Transform examines recent rebrands and updated visual identities. This week's picks are below. For more from #TransformTuesday, follow @Transformsays...

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Experience over product

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US-based car rental marketplace, RelayRides, has renamed itself Turo. The new brand includes an entirely new visual identity, website and photographic material. Rather than the s...

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Spotlight on MEC

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Founded in 1971 as a mountaineering and sporting equipment company, but with 71% of customers now living in cities, it was time for the Mountain Equipment Co-op to change. Emily Andrews reports on the newly-minted MEC...

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Brand strategy in Asia-Pacific

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There are so many components to a successful brand strategy that it can be difficult for branding professionals to ensure that they are abreast of industry trends. Meeting with p...

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Kenco trains future farmers

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Kenco’s Coffee vs Gangs project, in the heart of Honduras, has reached its final stage. The scheme trained young people to become coffee farmers and business owners, benefitting...

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The paradox of the millennial brand

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The word ‘millennials’ is one that is often bandied about too readily among marketers, but grouping such a wide and diverse group of people under one term can be problematic. An...

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