• Transform magazine
  • February 22, 2019

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Features

Spotlight on Coty

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Cosmetics master brand Coty recently acquired P&G’s Beauty division, prompting the need for cultural change and a brand repositioning. Melina Thalassinou reports on the resulting affirmation of diversity, beauty and transparen...

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Place branding: Danzhai, China

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Danzhai, China was once one of the most poverty-stricken regions in the country. Now, with a place brand and tourism push spearheaded by the Wanda Group and Ogilvy China, the area is a poster child for the power of internal to...

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Brand profile: Alton Towers

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In March, Alton Towers Resort, the UK’s second-most visited theme park, launched the Wicker Man. Given a reputation for groundbreaking experiences, opening the first wooden rollercoaster in the UK for 20 years could be a gambl...

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Crafting a brewing icon

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For the Brooklyn Brewery, great beer matched with simple, effective branding has created a brand that has stood the test of time. Myles Pinfold, founder of WPA Pinfold, asks what makes a successful, longstanding brand in the b...

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Brand experience: Oman Arab Bank

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For one of Oman’s biggest brands, Oman Arab Bank, a better in-branch experience became the centrepiece of a brand repositioning strategy that encouraged a more personal relationship between the bank and its customers. Melina T...

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On my honour

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The Scouts in the UK recently unveiled a major rebrand. But its success hinged on the effective development and implementation of a brand asset management system that could facilitate use by all of the organisations thousands...

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Adapt or die

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Crafting a lifestyle brand that can interact with and even shape culture, while still strengthening its core proposition, requires a level of adaptation and flexibility that can make or break a company’s success. Brittany Golo...

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You say you want AI revolution

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Bruno Maag says AI can be typography’s friend, if used to help make rational decisions about culturally sensitive issues Artificial intelligence (AI) is the latest tech trend offerin...

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The type writer: Bauhaus inspired design

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Bruno Maag explores the history of typeface, architecture and product design through Bauhaus inspired craft ‘Form follows function’ was the mantra of the Bauhaus, the design school a...

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Spotlight on Benoy

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Boasting an impressive portfolio of brands, architectural firm Benoy is midway through celebrating its 71st year. How has the company transformed its previously inflexbile brand architecture to one befitting its global portfol...

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