• Transform magazine
  • February 21, 2019

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Opinion – Rufus Radcliffe

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Popular British media company ITV unveiled a rebrand last January. The project took home the Grand Prix at the Transform Awards Europe and is continuously lauded for its success. Rufus Radcliffe writes about ITV’s rebrand On 14 January 2013,...

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Brand debate

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A brand debate will take place this Thursday, 12 June, with marketing and branding experts and world-renowned authors.   The event, ‘The death of ‘the brand’ as we know it?,’ will discuss what makes a brand, how brands succeed and what happe...

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When two brands merge

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A merger is often the catalyst for a new brand positioning. In the case of the Dixons Retail and Carphone Warehouse merger, it is a case of two quite different retailers coming together with shared goals, but with very separate brands.A drop...

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Investing in a new identity

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Jupiter Asset Management is using a nationwide marketing campaign as the launch pad for a new visual identity. The UK based fund management group aims to take its services to a global market and these ambitions are reflected in the rebrand.J...

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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 anot...

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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 recalle...

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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 editio...

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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 futur...

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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 fa...

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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 competi...

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