• Transform magazine
  • January 21, 2019



Opinion: Craft beer and branding

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It’s curious that in an age of digital, one of the most intriguing media at the moment is a small piece of gummed paper – the beer label. Craft beer is a symbol of the age. It has ev...

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Opinion: "Employer vs. corporate brand"

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As more and more companies begin to implement employer brand management strategies, Diccon Ward asks, how does the employer brand relate to the wider corporate brand? Since the phras...

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Opinion: "The journey to build corporate purpose"

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Employers and employees expect more, says Nicolas Mamier. A sense of purpose is crucial Companies in every sector are recognising a changed dynamic in the employer/employee relations...

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Opinion: "Coherence over consistency"

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Blind consistency is not necessarily conducive to diversity, says Phil Morley “If everyone is thinking alike, then somebody isn't thinking.” George S Patton I have a confession. Whil...

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Opinion: "How do you get your CEO to embrace the power of an employer brand?"

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Measuring the success of your employer brand strategy could help with senior buy-in. Despite this, companies are largely failing to employ effective measurement in this area, says Ingrid Brown...

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Opinion: "Keep in touch"


Remote needn't mean disengaged. Technology is helping employers connect with hard to reach employees, says Sheila Parry Out of the office, on the road, working at home, having a duve...

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Opinion: 'Antifragile' employer brands – The diverse solution

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Human resources faces a big question: how much does a company want or need a homogenous culture (and a rigid definition of it)? In one corner, there are the the culture experts, the...

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Opinion: “Building trust through brand communications will support and promote the business’ strategy”

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In today's world, singular employee satisfaction isn't enough. Employee's seek emotional commitment and guidance throughout their journeys while employers expect everyone internally to be aligned to the company's vision and values. The emplo...

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Opinion: "Why is strong brand positioning critical?


On 8 November, the Boao Forum for Asia (BFA) Financial Cooperation Conference opened in London, convening more than 400 government, business and academic leaders from 22 Asian and European countries. Delegates shared insights...

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Opinion: "Baker Tilly's rebrand to RSM"

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How can you keep the spirit of a brand after an acquisition? Richard Silbermann explains Things that are important to us, such as cars, jewellery or other prized possessions must be...

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