• Transform magazine
  • December 13, 2017

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Opinion

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?...

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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...

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Opinion: Can brands disrupt disruption?

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From this year’s Transform Awards North America, Matt Walsh from Salt Branding discusses the impact disruption has on brands and customer behaviour Few words in business are load...

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Opinion: How to relaunch an icon

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In a tougher beer market, how can one global, heritage brand fight the trend against all that is new and local? By repositioning itself to emphasise its freshness, originality and character. Martin Flavin discusses the Carlsb...

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Opinion: Should brands be rethinking radio?

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Once revolutionary, radio has been relegated to the back burner since the rise of digital, broadcast and social media. But, is radio ready for a resurgence? Michael Walbach examines successful brand campaigns using radio...

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Opinion: Why did edtech enrol at the school of branding?

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Once upon a time, schools didn’t do digital. When IT first entered the UK curriculum, students would cluster around a single, boxy, black and white monitor. But times have change...

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Opinion: How can we redress the balance in membership organisation branding?

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"By handing over their heart and their passion, trade bodies and membership associations are also handing over their voice and their soul," says Max du Bois. How can they avoid these pitfalls?...

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Can Uber reinvent and reignite its brand?

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Startup founders and their companies don’t always stay a package deal. But when brand trust is diminishing, and the founder’s fingers are prised from the steering wheel, how can it recover? Without the visionary behind the br...

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Opinion: How can a brand inspire staff after acquisition?

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How does a business inspire and support its staff to champion a ‘one company’ ethos following a series of significant acquisitions? Nick Walker discusses the approach taken by global payments company Paysafe...

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Opinion: Developing a branding programme for the 21st century

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With economic disruption, radical changes in technology, the emergence of the global economy, and the crises of complexity generated by the internet, politicians and social media, it has never been more challenging to structu...

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