• Transform magazine
  • March 28, 2020

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Articles

Sustainability, product innovation can build stronger brands

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Innovation is a key aspect of product design, particularly in a competitive marketplace. Concerns about sustainability, social media friendliness and price plague FMCG and retail product manufacturers; add to that mix the challenges posed...

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PB Creative attempts to make Axe men go wild

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PB Creative has designed the identity and packaging for male grooming brand Axe’s new Wild variant, which goes on sale in Europe this week. The Unilever brand, which is known as Lynx in the UK, Irel...

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Sustainable futures: Henkel

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A longstanding European, family owned business, and now a multinational FMCG company, Henkel has a tradition of environmentally friendly practice. Hassan Butt explores Henkel’s 2030 goals and sustainability communications strategy...

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Danone rebrand communicates sustainability goals

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The Danone Manifesto states, “We carry forward our mission to bring health through food to as many people as possible and our dual project for business success and social progress, while reflecting our values of humanism, openness, proximi...

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Best thing since sliced bread

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Since its inception in 1989, Kingsmill bread has relied on its all-cap logo splayed across a blue background. The logo has evolved over time, losing a crown and gaining a sun along the way. But in the past 18 months, the brand, owned by Al...

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Peer perspectives: Ahold Delhaize

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In July 2016, the $29bn merger of Ahold and Delhaize was signalled by the introduction of a new visual and corporate identity by FutureBrand. David Martin, Food retail and grocery sector brand expert and co-founder of M Worldwide, examines...

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Opinion: What makes brand extensions succeed?

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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 extension is an integr...

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Scanning the shelves

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Competitive pricing is no longer the only value own brands add to retailers. They can build reputation, loyalty and sales, but their design and management requires a considered approach and careful research into audience and category behav...

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Opinion: How can brands choose the best product names?

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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 range of crucial roles...

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