• Transform magazine
  • June 18, 2018

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Hassan Butt

Pole position

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Gracing the parc fermés of the 2015 Formula One season, McLaren’s MP4-30, designed by distinguished racing specialists, Tim Goss and Neil Oatley, marked a new chapter in McLaren Racing’s history. Yet its departure from Merced...

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In conversation with Sir Richard Branson

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Building an empire: Speaking with the founder of the Virgin Group, Sir Richard Branson, and Virgin’s former MD for Japan Mike Inman, Hassan Butt discusses brand extensions and the ethos of an entrepreneurial business in this...

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Stretch of the imagination

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Extending a brand beyond its established product category, industry or service requires a considered approach and a good deal of creativity. Hassan Butt investigates This feature...

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Brushing up big data

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Celebrated as one of the most influential figures in modern science, Alan Turing once wrote of himself, “I’m afraid that the following syllogism may be used by some in the future. Turing believes machines think. Turing lies w...

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Redefining nature

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In bygone days of fellmongers, wool staples and malodorous public tanneries, brothers Cyrus and James Clark embarked on a shoe-making odyssey that would lift the Clark name well beyond its modest 19th century Somerset origins...

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Quenching the thirst

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This week, the announcement of a multi-year partnership sees the National Basketball Association’s (NBA) minor league rebranded as the all-new Gatorade League (G-League), making it the first U.S. league to be named solely aft...

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Part and parcel

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One of the UK’s fastest growing B2B delivery services, DPD, makes the recent decision to streamline its service with the inclusion of parcel delivery firm, Interlink Express. Rebranded as DPD Local, the move aims to foster gr...

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New label, old brew

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Dating back almost two centuries, Thomas Carling’s beer-making legacy, despite his Yorkshire origins, began in a modest brewery in London, Ontario, Canada. Now, after a rich timeline of transformation and the development of t...

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Changing the game

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The evolution of football’s global presence has, undoubtedly, made the sport a fast-paced, frenetic spectacle. From the maturation of Major League Soccer (MLS) in the U.S. to the swell of the Chinese Super League, the sport n...

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Coming in loud and clear

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Overcoming the hurdles of speech is, for some, a lifelong challenge. Transitioning its tone from institutional to conversational, language-based charity Makaton puts communication at the centre of its vibrant new identity....

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