• Transform magazine
  • July 21, 2017

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Opinion

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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Opinion: Why brand an infrastructure?

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The past decade has seen a transformational shift in how we in the UK see our infrastructure. Where once transport hubs were pragmatic, liminal spaces, today they are destinations for retail, dining and a whole lot more....

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Opinion: Does the new approach to brand governance impact on the practical implementation?

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Landor has recently redefined brand governance, arguing that brand community is now more relevant. Peter Leonard considers if this also applies to the implementation of the branding...

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Opinion: Who needs signs?

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I have spent my life working out how to get people where they need to go. Wayfinding is the current name for it. (Although I think ‘wayshowing’ is a better description.) Signs can often be a blight; a hindrance rather than a...

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Opinion: Do brands understand the value of customer experience?

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Due to significant changes in the world of communications, brand experience has never been more important. Digital usage has matured, customer experience is acknowledged as sitting at the heart of many platforms, and brands u...

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Opinion: Why use brand thinking in a digital world?

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The branding industry has long been talking about brand ‘being a two-way communication.’ This is completely true, but the essence of brand remains the same – it’s about connection. It doesn’t mean you’re higher quality, cheap...

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Opinion: Is there an approach to design that builds brand loyalty

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As a creative director in the current climate, you’re expected to produce strategically-led design. FutureBrand clients tend to be the major players in their field, often with well-established, recognisable identities, long-s...

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Opinion: Can a slower approach to branding protect and build brand value?

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As a company that works with brand owners on a day-to-day basis, we at Dragon Rouge recognise that the role is especially challenging these days. With a high turnover among CMOs, there’s great pressure to prove the short-term...

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Transform is pleased to announce this year's Transform Awards North America shortlist. Who'll take gold in 2017?… https://t.co/bcTcUTRJ8d