• Transform magazine
  • August 22, 2017

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Opinion: Why use brand thinking in a digital world?

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The branding industry has long been talking about brand ‘being a two-way communication.’ This is completely true, but the essence of brand remains the same – it’s about connection. It doesn’t mean you’re higher quality, cheap...

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Opinion: How do you gain buy-in and a consensus for change?

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In today’s complex, competitive world, it’s no longer sufficient to simply market quality. Gone are the days of relying on traditional marketing tactics or merely promoting the announcement of the arrival of a new senior hire...

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Opinion: Is there an approach to design that builds brand loyalty

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As a creative director in the current climate, you’re expected to produce strategically-led design. FutureBrand clients tend to be the major players in their field, often with well-established, recognisable identities, long-s...

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Opinion: Can a slower approach to branding protect and build brand value?

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As a company that works with brand owners on a day-to-day basis, we at Dragon Rouge recognise that the role is especially challenging these days. With a high turnover among CMOs, there’s great pressure to prove the short-term...

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Opinion: How did IG Design Group develop its tone of voice?

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Our approach was to create a refreshed, design-led brand and we engaged our team across all disciplines and locations from the outset. We defined our communication ambition to enable colleagues, customers and stakeholders to...

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Opinion: How can a brand navigate the challenges of gaining buy-in?

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Gaining buy-in to invest in your brand is challenging. The path to great results is as much about navigating these challenges as it is about the brand work itself. Here are a handful of those we hear most often, with our top...

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Opinion: Should global brands exhibit central control or local responsibility?

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When rebranding a global organisation, there is a fine balance to be found between central control and local responsibility. Often the decision and mandate to roll out a new brand is driven from the global headquarters or cen...

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Opinion: How can an iconic brand rediscover the magic?

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What makes a brand iconic? David Airey in his book, ‘Logo Design Love: A Guide to Creating Iconic Brand Identities,’ says in order to be called an icon, a brand must be “simple, distinctive, memorable and adaptable.” But in a...

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Opinion: Masking brand appeal

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Cycling masks are an unsexy solution to an unsexy problem. Rupert Faircliff of Brandcap asks how can cycling mask brands overcome various obstacles to create genuinely desirable products?...

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Transform Awards Asia-Pacific 2017 now open for entries

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Entering its fourth year, the Transform Awards Asia-Pacific opens for entries today with a programme set to build on the ongoing branding success of the region. Yet honouring brand prosperity in the Asia-Pacific region is not...

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