• Transform magazine
  • June 27, 2017

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Opinion – Nick Sims

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What is it that makes one brand stand out more than another? Why do some people drink Coke over Pepsi, visit Lisbon over Barcelona, or fly British Airways rather than Virgin Atlantic? With very little setting these things apart from one an...

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Senses stimulate brand connections

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Research shows that more than 75% of our emotions can be triggered by smell, and emotional resonance is vital for brand engagement and for creating a strong brand. Research from the Sense of Smell Institute also shows that scents are recal...

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Transform Awards MENA reveals winners

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The winners of the inaugural 2014 Transform MENA awards were announced at a gala dinner held in Dubai’s JW Marriott Marquis hotel last night. The event realised the expansion of the prestigious Transform events, and launched the first edit...

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The year 2050 – branding’s improbable, yet not impossible future

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STEFAN LIUTE, STRATEGY DIRECTOR, STORIENCE – 8 MAY 2014 In 15 years of brand consultancy, I have had enough time to hoard a large bag of frustrations and another one of satisfactions. When I look inside each, some daydreaming about the fut...

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Forwarding address

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The journey the Deutsche Post and DHL corporate identities have taken over the past half-century, have seen the two companies join together harmoniously. DHL’s reputation as a reliable post carrier allowed it to branch out su...

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Wally Olins 1930 – 2014

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To brand or not to brand?

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SIMON SMITH – 8 MAY 2014 Challenges being faced by telecom brands in Saudi Arabia today. Guest post by Syed Abdul Karim, brand experience director, Mobily. Saudi telecoms are going to see some tough times ahead. The market has matured. In...

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Brought back to life

Crisis, disaster and rebranding In recent years, scandal has rocked many of the world’s most powerful and hallowed institutions. Some of this disgrace has come from revelations of misbehaviour, such as British MPs and their corrupt expense...

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Crowning customer champions

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As the discount airline market becomes more competitive, brand values must be carefully defined and implemented across the entire business to ensure trust and satisfaction. easyJet, which has made steps in recent years to outpace its compe...

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New global positioning for Pepsi

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A large cube structure appeared on London’s Southbank in March marked only with the hashtag, #LIVEFORNOW. The cube was part of a Pepsi experiential event and used technology to provide visitors with sensory experiences culminating in a tas...

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