• Transform magazine
  • March 28, 2017

Top

Opinion

Opinion: What makes brand extensions succeed?

DewGibbons_BrandStretch.jpg

Brand extension has evolved dramatically in the past twenty years or so. Back then, there was a fairly gentle expansion of FMCG goods into adjacent product categories – Mars ice cream bars made huge news in 1988. Now extensio...

Read More

Opinion: Do words still matter?

Philip Davies.jpg

Donkey's years ago when Mr. B. Gibb opined "It’s only words, and words are all I have," was he devaluing one of the most precious things known to mankind? Only words! Bloody hell, Barry! Words are sometimes all you need, says...

Read More

Opinion: Will brand UK be affected by Brexit?

TomAdamsFutureBrandcrop.jpg

How will brand UK and its largest organisations be affected by Brexit? Tom Adams, global head of strategy at FutureBrand, which organises the annual Country Brand Index, dissects Britain's nation brand...

Read More

Opinion: How membership organisations can build stronger brands

Screen shot 2016-06-17 at 12.24.29 PM.png

Customer testimonies are an old and popular way of waving a flag for your organisation, and in today’s age of digital marketing and sharing, they have become a powerful, and often double-edged, force. Yet few membership organ...

Read More

Opinion: How does brand implementation impact on the bottom line?

Julie.png

At most branding events, there is a creative buzz in the air. The creative brand agencies are the ones that are celebrated for the development of strong visual identities and inspiring values. However, It was interesting to a...

Read More

Opinion: How can brands choose the best product names?

Screen shot 2016-05-09 at 5.42.24 PM.jpg

A brand name is the cornerstone of its positioning, the hook on which to hang its unique proposition and the definition of the brand’s distinctive tone of voice. It performs a ra...

Read More

Opinion: Rebranding for a new generation

Tim Priestman.jpg

Some brands rely on what has worked in the past, instead of looking to the future. Vince Kerrigan discusses the importance of rebranding for a new generation. Recent expansive re...

Read More

Opinion: Why are brands focusing on consumers, again?

Cameron_Gunn.jpg

Customer experience has become more important as brands, B2B and B2C alike seek to make their offer more diverse and more carefully catered to the needs of their stakeholders. Cameron Gunn examines this evolution...

Read More

Opinion: "A tale of digital transformation and tech-washing"

Andy Budd Headshot.jpg

Digital transformation is essential, but it's not always easy. Andy Budd says that companies must commit if they want to see results. Digital transformation is a well-discussed t...

Read More

Opinion: Thinking differently in the oil and gas sector

sarah.jpg

The oil and gas industry is in a state of flux. With oil prices at their lowest for decades, there is a need for urgent and decisive change. Although years of high prices allowed companies across the supply chain to operate p...

Read More

@transformsays

Brand or agency with a great new #rebrand? Email asandys@transformmagazine.net to appear in #TransformTuesday:… https://t.co/z7gFb9Doal
RT @TransformSays: @JaguarRacing appoints @gorillaz guitarist, Noodle, as brand ambassador for #FormulaE circuit: https://t.co/vxfj2Q0TRN h…
RT @cedepe: @TransformSays Just discovered your amazing content! Why do emotion-driven brands succeed? #brandeq https://t.co/lMQtZig3Cp htt…