• Transform magazine
  • September 26, 2018

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Opinion

Is your brand making sense?

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Steve Keller, CEO, iV Audio Branding Brands are everywhere. With the advent of transmedia, the battle for consumer attention is more than a fight for recognition and recall. Engagement has become the new parlance of brand design, driven by r...

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Brand new thinking: Employer brand delivery

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Phil Owers, managing director, Papirfly Employer brand delivery is the engine room of employer brand strategy. It’s in the delivery that all of the meetings, research, creative and design come to life. At Papirfly we are at the sharp end of...

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Changing times

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Tony Lorenz, managing director, Europe, Latitude Agency Brand, reputation or trust? It’s an oft-asked question, but, says Latitude’s managing director, Europe, Tony Lorenz, it’s met with a different answer than it was in his early brand days...

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The consistent brand experience

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Diccon Ward, partner and head of brand experience, EC Harris Multiple brand touch points, multiple platforms, multiple sales channels – it’s all getting rather complicated. Should companies go back to basics with a more simplistic approach?...

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Social media: A rich seam for quantifying emotions

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Alastair Herbert, managing director, Linguabrand Language-based branding and research consultancy Linguabrand quantifies underlying emotions in client conversations and the verbal identity of the brands talking to them. Language is a rich re...

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Opinion: Stefan Liute asks “Why shouldn’t everyone do everything in branding?”

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By Stefan Liute If everybody had a say in everything around them, what would the world look like? Would we still have running water? Or broadband internet? Or straight, level roads for driving a hundred miles per hour? The same goes for buil...

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Opinion: Stephen Judge asks, “What is the importance of ethics in design?”

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By Stephen Judge As designers we've all, at some point, felt a responsibility to wider society. Regardless of where we work, or our area of discipline, we take pride in our work and hope our designs are as functional as they are beautiful an...

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Opinion: Martin Rowlatt asks “How can charities outsmart to avoid outspending?”

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As the squeeze on third sector income continues, charities are increasingly competing against one another for the hearts, minds and pockets of the public. With limited budgets, what is needed to succeed? Martin Rowlatt, who recently worked o...

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Opinion: Julian Gorham asks, “Why is clarity important in branding?”

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By Julian Gorham, head of brand, Gather In a complex, digital and interconnected world, clarity is key in branding, says Gather’s Julian Gorham Apple, GE, IBM, Starbucks? Corporate brands come in many shapes and sizes, but the most successfu...

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Opinion: Stuart Duncan asks “How can radio stations connect with their listeners?”

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Local radio stations need to connect with their listeners on a visual, emotional and verbal level. Their brands are based in story, inherently, but communicating that story effectively is another matter. Bauer Media Group, which runs a numbe...

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