• Transform magazine
  • June 25, 2018

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Opinion: The challenger mentality

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Shifts in the retail landscape see former category-leading retailers stagnate in the face of vibrant, disruptive brands. How can established brands learn from this challenger mentality and deliver something new to the market?...

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Opinion: Your brand and voice

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As the trend for voice-activated purchasing grows, brands must prepare for change. Marcel Kornblum examines the opportunity voice technology lends to brand managers, across all sectors...

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Opinion: Rebranding the retirement sector

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With the retirement housing sector the preserve of stale branding and lacklustre design, developers fail to capture the attention of a lucrative demographic. Mark Davis examines how retirement housing can address its image pro...

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Formula for the future

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‘Future-Proof Your Brand’ was launched in July this year during the annual summit of the European Association of Communication Directors. Authors Laurens Hoekstra and Marc Cloosterman have laid out their unique approach to bra...

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Brand in action: Spyscape

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Uncovering an undercover world Who: Spyscape and SomeOne What: From December 2017, midtown Manhattan will be the new home of Spyscape. The 60,000 sq ft museum, whose seven bespoke pa...

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Peer perspectives: Dropbox

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Prominent file-sharing platform Dropbox unveiled a new brand that featured a minimal wordmark retouch, the introduction of quirky hand-drawn animations and a stronger sense of self. The divisive work has for some, been well-re...

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Rewind: Monarch Airlines

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Once travel royalty, now defunct, how could Monarch Airlines have turned its nosedive around with a fresh approach to brand positioning? Timothy Ruthven, head of marketing innovation...

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Timeline: Winter Olympics

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In the Olympic Charter, the distinction for sports played during the Winter Games is that they must be “practised on snow or ice.” As the world prepares for the 2018 Winter Olympics to kick off in PyeongChang, South Korea, her...

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Opinion: It’s time the charity sector stopped living up to its reputation

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With trust in organisations continuing to decrease, charities have a unique opportunity to rebuild their reputations. How can they improve their brands through good communications? T...

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Opinion: What is impact branding?

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Impact branding – a concept and approach developed by Capital Communications that applies the priorities and metrics of impact investing to branding and corporate or organisational identity – addresses worldwide problems for C...

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