• Transform magazine
  • December 12, 2018

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Opinion

Opinion: How can a brand stand out and build a set of brand crown jewels?

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The word ‘iconic’ is often bandied around with reference to pack design – and it is frequently overused. Genuine icon status, such as is attributable to the Coca-Colas, McDonalds, Nikes and Marlboros of the marketing world is...

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Opinion: When is a brand strategy not a brand strategy?

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There’s a pattern to many branding projects. From global powerhouses to plucky start-ups, there’s a bell curve that most experienced brand agencies will recognise all too well; from optimism and confidence to inevitable rebran...

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Opinion: How can brands survive in the age of the driverless car?

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With driverless cars now being trialled from Milton Keynes to California, the automotive industry is set to face its biggest revolution in the past 100 years. At last month’s CES in...

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Opinion : Where to next for luxury?

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Roger Gray, Brash Brands Beginning in 2009, handbag icon Louis Vuitton launched a campaign to connect digitally with customers around the globe, complete with a mobile app to share travel stories – and show off luggage – and a filmmaking com...

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Opinion: Brand language

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Sholto Lindsay-Smith, Industry We recently took our team on an away day from the office to experience a Royal Academy of Dramatic Art (RADA) course on voice. If you are an introvert like me, it would have been an excruciating day, but the fo...

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Opinion: ‘Place’ not space

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Gideon Wilkinson, Endpoint The UAE is undergoing development of an unprecedented scale and size. A multitude of urban, leisure, cultural and infrastructure developments are ongoing in the region. Dubai will host the World Expo 2020 which is...

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Opinion: Pairing purpose and profit: Building brands that make a difference

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Stuart Harris, Tonic International Social enterprises – those companies that have social impact (such as improving education, providing access to clean water or, in some small way, improving the quality of life on this planet) built into the...

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Opinion: How boring are you?

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Phil Darby, BrandLounge On a scale of one to 10, where do you think your boring rating lies? It’s a fact of life that boring people don’t have a lot of friends. If you think that’s a sad reflection on humanity, check your diary. If it’s a bi...

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Opinion: Imitation, invention and innovation

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Pierre Lategan, Bellwether Brand Consultancy It’s hard to believe that in the 17th century, being called an innovator could result in a fair bit of time in prison or the loss of your ears. In fact, ‘innovation’ as a word only trumped inventi...

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Opinion: Thackway and McCord ask, “What is the story behind Hillary Clinton’s campaign logo?”

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Kat McCord and Simon Thackway   Criticize Hillary Clinton’s logo all you want, but it’s a breath of fresh air! Look back to her 2000 Senate race logo¹ (yes, we kept it), which no one wisecracked about because they were too busy falling aslee...

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