Transform

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...

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...

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...

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...

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...

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...

The transformation of pub brands can help create places wherepeople want to be. Clive Woodger, founder of SCG International, analyses the state of pub and alcohol brands in the UK...

Every week, Transform examines recent rebrands and updated visual identities. This week's picks are below. For more from #TransformTuesday, follow @Transformsays...

Though they are now two of the biggest food companies in the world, Kraft Foods (now Mondeléz) and Heinz both had humble, single-product origins. How did they build their empires and dominate international food r...

American classic, Budweiser, has launched a global rebrand and repackaging. How does its new look compare to earlier editions of the brand? How did its rise to global prominence change the way the brand is perceived a...