Music has traditionally been a secondary consideration for brand managers and agencies. Audio branding is changing that. Steve Keller, CEO of iV2 audio branding shares key insights on the value of music, sound and aud...
Transform
Rewind: Life magazine
Life magazine was a long-time champion of world-class photojournalism. But its closure preceded the 2008 recession and the wholesale demise of many global publications. Could Life have been revived through a brand rep...
Best in brand
From the colourful, inspiring new look for an east African nation to the refined, Arabic brand architecture for a property development to the motion-driven future-facing visual identity for a sports organisation, bran...
Peer perspectives: AT&T
AT&T’s rebrand by Interbrand is a work in progress, but the first phases have been rolled out, including a new, simplified world icon. Jaid Hulsbosch, director of Australian brand agency Hulsbosch, examines the pr...
Opinion: How can brands choose the best product names?
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 p...
Employer Brand Management Awards sets benchmark for brand communications
Developing and protecting an organisation’s reputation as an employer is important not only with regards to the attraction and retention of employees, but in terms of the company’s overall efficiency, brand value and...
Gold and great work in MENA
With the winners of this year’s Transform Awards MENA being announced in just over three weeks, Transform magazine caught up with Dee Murphy and Pierre Lategan from Bellwether, last year’s Grand Prix winners to discus...
Opinion: Rebranding for a new generation
Some brands rely on what has worked in the past, instead of looking to the future. Vince Kerrigan discusses the importance of rebranding for a new generation. Recent...
Opinion: Why are brands focusing on consumers, again?
Customer experience has become more important as brands, B2B and B2C alike seek to make their offer more diverse and more carefully catered to the needs of their stakeholders. Cameron Gunn examines this evolution...
Rewind: MSN Messenger
MSN Messenger was once the favoured chat programme for teens everywhere. Yet, it fell into disuse when more comprehensive social networks were introduced. Could a shift in brand positioning have saved the brand from o...
