• Transform magazine
  • February 27, 2020

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Insights: Place, identity and positioning – using the past to frame the future

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Place branding requires an understanding of a location's past and future, says Hugh Stevenson. Anatomy is shortlisted at this year's Transform Awards Europe ‘Where do you live?’...

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Insights: Alienate to accelerate

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Differentiation can mean standing against the crowd. And it can yield big results for small businesses, says Steve Howard. Finally has been shortlisted at the 2020 Transform Awards Europe...

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Opinion: Is there actually any point in brand mascots in 2020?

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Brand mascots – like this year's latest casualty, British Gas' Wilbur the penguin – are going the way of the dodo, but that's not entirely a bad thing, says George Roberts. How can brands embrace the mascot?...

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Opinion: Disrupting the disruptors

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Disruption fatigue could be the best thing that happens to us this coming decade, Nick Liddell asserts I went to school long before being disruptive was considered a positive goa...

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Opinion: Why you can’t afford not to engage with disabled people

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Ignoring disabled people in your marketing and communications means missing a multibillion-pound trick as Emma Gardner explains Including disabled people in your marketing isn’t...

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Opinion: The real meaning of inclusivity

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If you are not thinking disability, you’re not really embracing diversity. In the first of a two-part series Emma Gardner looks at why including disabled people in your workforce and in your marketing is vital...

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Shortlist announced for 2020 Transform Awards Europe

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The 11th annual Transform Awards Europe shortlist represents the best in rebranding and brand development from across Europe. Shortlisted companies represent every sector and size of organisation, presenting a true benchmark...

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Opinion: What is the value of ownable shapes in confectionery?

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Memorable shapes and 3D brand touchpoints are key to the success of confectionery branding. How do iconic brands approach the brand and packaging decisions of the Christmas season?...

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Opinion: Facebook goes corporate. The power of action, the promise of belief

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As the dust has settles around the social media giant’s three week old rebrand, Vincent Roffers argues that real work has yet to begin...

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Insights: From Asia to beyond, through upstream creativity

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Asian brand owners are benefitting from an increasingly sophisticated understanding of the power of branding. Jolin Guan discusses changing approaches to creativity At Superunion...

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