• Transform magazine
  • February 19, 2018

Top

Opinion

Opinion: How can a brand navigate the challenges of gaining buy-in?

Alison Sato.jpg

Gaining buy-in to invest in your brand is challenging. The path to great results is as much about navigating these challenges as it is about the brand work itself. Here are a handful of those we hear most often, with our top...

Read More

Opinion: Should global brands exhibit central control or local responsibility?

vim.jpg

When rebranding a global organisation, there is a fine balance to be found between central control and local responsibility. Often the decision and mandate to roll out a new brand is driven from the global headquarters or cen...

Read More

Opinion: How can an iconic brand rediscover the magic?

ben lambert.jpg

What makes a brand iconic? David Airey in his book, ‘Logo Design Love: A Guide to Creating Iconic Brand Identities,’ says in order to be called an icon, a brand must be “simple, distinctive, memorable and adaptable.” But in a...

Read More

Opinion: Masking brand appeal

Rupert Faircliff brandcap.jpg

Cycling masks are an unsexy solution to an unsexy problem. Rupert Faircliff of Brandcap asks how can cycling mask brands overcome various obstacles to create genuinely desirable products?...

Read More

Opinion: How can brands take their tone of voice around the world?

neil.jpg

Neil Martin from language agency the First Word explains the pitfalls and practical steps to making words work in different countries In our writing workshops, we often ask peopl...

Read More

Opinion: How can audio brands go beyond the 'bing bong?'

Roscoe - MassiveMusic.jpg

Audio branding should go beyond the 'bing bong,' says Roscoe Williamson. How can companies learn from the past and from their own sectors to craft a sonic logo that stands out? L...

Read More

Opinion: Can older brands fight the flab?

SteveOwenCropped.jpg

For those brands pushing middle age, bloated visual identities are getting in the way of success. How can older brands learn from new upstarts in terms of brand simplicity? Steve Owen writes...

Read More

Opinion: The benefits of brand architecture

cox.jpg

How can brands best manage their brand architectures to ensure commercial gain and as stronger brand? Anthony Cox discusses the value of a clear brand architecture As brands seek...

Read More

Opinion: Why do emotion-driven brands succeed?

STEVE_BECKWORTH_COLT copy.jpeg

Brand managers are no strangers to the value of tapping into their target audiences’ emotions. It’s a well known industry fact that Coca-Cola sells happiness and Apple, in its own words, focuses on delight, surprise, love and...

Read More

Opinion: Employer brand, beyond recruitment

GEMMA_synergy.jpg

From this month's Employer Brand Management conference, Gemma McGrattan discusses the extension of employer brand management According to LinkedIn, organisations focusing on empl...

Read More

@transformsays

Scotland’s bustling capital @edinburgh has lots to offer students, tourists and arts fans. With a new place brand,… https://t.co/ED2MRQatEY
London-based agency @WeLaunch develops new identity for @Jambobsled, disassociating the team from 1993 film Cool Ru… https://t.co/R34NVb76RZ
New channel Epic Drama, with idents by @weareseventeen, offers emotive stories and quality production to a Central… https://t.co/7kvY1QcmE3