• Transform magazine
  • February 18, 2020

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The UK’s top storytelling brands in 2014

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Apple is revealed to be the UK’s top storytelling brand. The 2014 Brand Storytelling Report, conducted by AESOP brand and communications agency and carried out in association with OnePoll, is now in its second year. The survey polled over...

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MENA competition puts the spotlight on type design

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Fonts and content that lend themselves well to translation could be a vital tool for global brands and their stakeholders. The Horouf competition aims to raise awareness of the importance of type in design. The MENA-based competition recog...

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Levi’s new positioning to revive brand’s cultural relevance

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Levi’s has launched a $96m global campaign to reinvigorate its brand and combat what has been dubbed ‘the Jeremy Clarkson effect.’ The campaign will use print advertisements, real-life customer stories, and a global TV and cinema spots to...

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Spanish TV platform creates new identity and on-air image

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Sound sidelined in brand strategy

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Sound and music rarely feature in brand strategy despite studies showing that sound elements effect viewers almost as strongly as words and images. Steve Keller, CEO at iV Audio Agency, says, “We go to great expense to develop these verbal...

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Accepting the impermanent in brand development

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Brands are works in progress that we mistakenly think are finished. Instead, we should consider brands through the principles of wabi-sabi – a Japanese aesthetic ideology centred around the acceptance of persistent transience. What I refer...

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Social media and instant communications

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When Luis Suarez bit Giorgio Chiellini in a World Cup game last night, big brands turned to social media in an effort to join the global conversation. From McDonalds and Snickers, to Listerine and Trident, brands were quick to tweet light-...

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Challenger banks face emotional indifference

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Research suggests that new banking brands, such as TSB, may struggle to engage with potential customers in the current climate. Brand language analysts, Linguabrand, analysed the language of key markets and found that, when it comes to ban...

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The evolution of brand

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“Is the brand dead?” That was the question up for discussion at a recent event in Soho. In a room packed full of communications and marketing professionals, three authors shared their perspective on the future of brand. The panel discussio...

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New strategy for comms research

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A communications and marketing acquisition strives to deliver integrated brand development strategy. Global brand, media and communications research company, Millward Brown, has acquired EffectiveBrands, a marketing strategy consultancy. T...

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