• Transform magazine
  • May 25, 2019

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Opinion

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...

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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 c...

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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...

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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 i...

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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 t...

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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...

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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 inven...

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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 asl...

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Opinion: “How can brands protect their public reputations?” asks Neil Bayley

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By Neil Bayley   How can brands protect their public reputations? Neil Bayley, corporate director of London-based brand communications agency Good Relations analyses the HSBC and Tesco reputational crises These days, the public understands...

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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...

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