As a company that works with brand owners on a day-to-day basis, we at Dragon Rouge recognise that the role is especially challenging these days. With a high turnover among CMOs, there’s great pressure to prove the sh...
Transform
Opinion: How did IG Design Group develop its tone of voice?
Our approach was to create a refreshed, design-led brand and we engaged our team across all disciplines and locations from the outset. We defined our communication ambition to enable colleagues, customers and stakehol...
Opinion: How can a brand navigate the challenges of gaining buy-in?
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...
Opinion: Should global brands exhibit central control or local responsibility?
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 headquarter...
Opinion: How can an iconic brand rediscover the magic?
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.”...
Opinion: Masking brand appeal
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?...
Transform Awards Asia-Pacific 2017 now open for entries
Entering its fourth year, the Transform Awards Asia-Pacific opens for entries today with a programme set to build on the ongoing branding success of the region. Yet honouring brand prosperity in the Asia-Pacific regio...
Opinion: How can brands take their tone of voice around the world?
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 oft...
Opinion: How can audio brands go beyond the 'bing bong?'
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?...
Peer perspectives: Samuel Adams
One of the craft beers that started a revolution, Samuel Adams’ rebrand may also be revolutionary, but not in the way it intends, says Paul Taylor Project: Samuel Ada...
