• Transform magazine
  • August 22, 2017

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Features

Brand profile: Crocs

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Crocs shot to fame with the debut of its now-iconic resin-based clog in 2002. Fifteen years later, the company has evolved its design and brand to allow for a future focusing on its strengths, styles and values. Brittany Golo...

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Road show

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Over the decades, Land Rover’s brand positioning and design ethos has evolved, but it retains a direct tie to its heritage and its origins. How does the new Discovery fit within that landscape? Brittany Golob reports from the...

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Sustainable futures: McLaren

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The first carbon-neutral Formula 1 team, McLaren’s approach to sustainability is all- encompassing. It impacts the organisation’s corporate strategy, and ensures that it will continue to thrive in a fuel-scarce future. Amy Sa...

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Water, malt, hops, yeast

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The brewing industry has undergone a craft revolution, leading to ane explosion of new brands and new beers. Do young breweries and small brewers understand the power of brand? Brittany Golob examines packagaing, reputation a...

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Oh, the places you'll go

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Budget airlines’ brands have been built upon the destinations that they serve. How do the companies themselves work with partners in the travel and tourism trade to support each other’s communications and brand awareness? Amy...

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Soft power dreams

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There is a strong relationship between international sporting events like the Olympics and nation brand value. How does the legacy of those events impact the value of a nation brand and the reputation of the host country or c...

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The type writer: On emojis

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Bruno Maag explores the new language realities possible for brands with the use of emojis Pokémon Go is the latest in gaming and gives us a taste of augmented reality (AR). The...

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Disruptive brands and digital whirlpools

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David Baddiel is not, perhaps, the first person you might expect to see as the concluding speaker at a conference on brands and digital marketing. And, with the soundtrack to Baddiel’s opening gambit nothing other than 1996 a...

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Inside out branding

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Employer brand management nurtures brand advocates from the inside out. Its ultimate aim is to generate legions of loyal and happy employees who are willing to espouse positive brand experiences to external stakeholders. Yet...

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Driving a heritage brand

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“I have always had the philosophy that everyone should have the opportunity to explore, to dream, to envisage things no-one ever asked for.” So says Ed Welburn, former VP global...

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