• Transform magazine
  • February 29, 2020

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Articles

Racing toward a smoke-free future

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Altering its corporate narrative while changing the societal perception of its products has required Philip Morris International to go all in on R&D, brand positioning and communications. Brittany Golob reports from Neuchâtel...

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Samaritans infuses brand with hope, life and connection

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Samaritans is a unique charity. It was established in 1953 by an Anglican vicar who operated an emergency telephone line, speaking to anyone with thoughts of suicide. From one person, Samaritans soon grew into a movement, ope...

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Five minutes with Richard Finlow

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With a longstanding brand, well-established in popular culture, Zippo Manufacturing Company, the lighters and lifestyle organisation, manages to maintain its heritage while diversifying its product portfolio and differentiati...

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‘Doodles’ campaign offers a sweet twist on serious message

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Extracurricular activities can represent a sizable chunk of the average family budget. Parents rightly want to ensure that their children are getting as many benefits as possible from the after-school activities they take par...

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Enough is enough for new Virgin Active positioning

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Whether it’s mince pies or latkes, turkey or nut roast, the holiday season can be full of temptations to overindulge. It also means January is the biggest month of the year for fitness and gym brands, all seeking to capitalis...

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Brand positioning and its impact on corporate and societal change

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Building a brand – either in terms of awareness or business growth – requires, among other things, a fastidious approach to brand collaborations and a keen understanding of brand positioning. At Cannes Lions, some of the bigg...

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Brand profile: Inmarsat Aviation

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With challenges related to awareness, market share, internal structure and business model, Inmarsat Aviation had to adopt a startup mentality and bold strategy in order to achieve success. Brittany Golob reports...

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Charity branding, in conversation

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Last year, the UK’s Workers’ Educational Association (WEA) undertook a comprehensive brand review. With the fruits of this labour soon to be implemented, Brittany Golob, speaks with James Ward, director of marketing, membersh...

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Brand profile: Wacoal Europe

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Shaping a brand is like shaping a bra. It requires creativity, research, science and an understanding of the target audience. How has Wacoal shaped its brand to better represent women and, as a result, help shape its category...

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Spotlight on Konica Minolta

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The future of the workplace will be a fluid, digitally-connected, adaptable space. But to facilitate that, IT services will have to change too. Konica Minolta, through Workplace Hub is taking the first steps into changing the...

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Global design strategy director at @discoverRB Jos Harrison spoke to Transform magazine about brand strategies, sus… https://t.co/zCLs3Rd6kH