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...
Transform
Opinion: Can older brands fight the flab?
For those brands pushing middle age, bloated visual identities are getting in the way of success. How can older brands learn from new upstarts in terms of brand simplicity? Steve Owen writes...
Opinion: The benefits of brand architecture
How can brands best manage their brand architectures to ensure commercial gain and as stronger brand? Anthony Cox discusses the value of a clear brand architecture As...
Brand in Action: Fatima bint Mubarak Ladies Open
What: Hosted by the veritable matriarch of the United Arab Emirates, Fatima bint Mubarak, the Ladies Open tournament in the UAE has become a world class golf event. This November, the best female golfers in the world took to the Sa...
Timeline: Presidential slogans
After the January inauguration of US President Donald Trump, a look back at presidential campaigns explores the precision, creativity and knowledge of what voters want that comprise most successful slogans. How do can...
Opinion: Why do emotion-driven brands succeed?
Brand managers are no strangers to the value of tapping into their target audiences’ emotions. It’s a well known industry fact that Coca-Cola sells happiness and Apple, in its own words, focuses on delight, surprise,...
Quenching the thirst
Following a September rebrand, Lucozade has pursued a new strategy in terms of its packaging design. We look back at Ash Sandys' reporting on the Lucozade rebrand, and speak with James Harmer about the new packagi...
Eastbound for employer brand
Attracting top talent, ensuring low staff turnover and building a strong relationship with alumni are all signs of a comprehensive and distinctive employer brand. The best employers go above and beyond to set themselv...
Transform Awards North America now open for 2017 entries
Recognising brand success for the third year running, the Transform Awards North America are now open for entries. With the region continuing to excel in creativity and innovation, the 2017 awards celebrate premier br...
Opinion: Employer brand, beyond recruitment
From this month's Employer Brand Management conference, Gemma McGrattan discusses the extension of employer brand management According to LinkedIn, organisations...
