• Transform magazine
  • June 20, 2018

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Levi’s new positioning to revive brand’s cultural relevance

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Levi’s has launched a $96m global campaign to reinvigorate its brand and combat what has been dubbed ‘the Jeremy Clarkson effect.’ The campaign will use print advertisements, real-life customer stories, and a global TV and cinema spots to po...

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Spanish TV platform creates new identity and on-air image

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Sound sidelined in brand strategy

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Sound and music rarely feature in brand strategy despite studies showing that sound elements effect viewers almost as strongly as words and images. Steve Keller, CEO at iV Audio Agency, says, “We go to great expense to develop these verbal a...

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Accepting the impermanent in brand development

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Brands are works in progress that we mistakenly think are finished. Instead, we should consider brands through the principles of wabi-sabi – a Japanese aesthetic ideology centred around the acceptance of persistent transience. What I refer t...

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Social media and instant communications

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When Luis Suarez bit Giorgio Chiellini in a World Cup game last night, big brands turned to social media in an effort to join the global conversation. From McDonalds and Snickers, to Listerine and Trident, brands were quick to tweet light-he...

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Challenger banks face emotional indifference

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Research suggests that new banking brands, such as TSB, may struggle to engage with potential customers in the current climate. Brand language analysts, Linguabrand, analysed the language of key markets and found that, when it comes to banks...

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The evolution of brand

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“Is the brand dead?” That was the question up for discussion at a recent event in Soho. In a room packed full of communications and marketing professionals, three authors shared their perspective on the future of brand. The panel discussion...

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A rock and a hard place

The Rock of Gibraltar stands at a mighty and auspicious precipice. It overlooks three countries, two continents, one of the most important bodies of water in the history of the world and the place in which the Atlantic Ocean e...

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New strategy for comms research

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A communications and marketing acquisition strives to deliver integrated brand development strategy. Global brand, media and communications research company, Millward Brown, has acquired EffectiveBrands, a marketing strategy consultancy. The...

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Cannes Lions Grand Prix for Norwegian rebrand

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The rebranding of the Bergen International Arts Festival is the Grand Prix winner in the design category in this year’s Cannes Lions Festival of Creativty. The winner of the Cannes Lions Grand Prix in the design section, presented at the adv...

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