• Transform magazine
  • May 17, 2021

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Opinion

Is brand consolidation a good idea?

Sholto Lindsay Smith

Sholto Lindsay-Smith, director of strategic brand consultancy Industry, weighs the options of whether or not brand consolidation is a good brand strategy, coming to the conclusion that it usually makes economic sense,...

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From 1980’s London & Paris to present day Kolkata: 
A typographic journey

Paul Docherty Design Director Skyne

Paul Docherty, design director at international branding and design agency Skyne, writes about his journey across the world discovering typography's different facets. From Paris in 1980 to London to Toronto, Bahra...

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Family business: branding a legacy

Hasan Profile Pic Hi Res

Hasan Fadlallah, founder and CEO of Dubai-based branding agency Brand Lounge, argues it is now essential for family businesses in the Arab world to create a strong branding. Where earlier, an entire empire was branded...

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Success can no longer be measured by bottom line

Simon Wright

Simon Wright, managing director of design agency Greenwich Design, argues that brands can no longer measure success purely on commercial values, but must consider new elements including sustainability, diversity and i...

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How mimicking empathy is making brands look like psychopaths

Darren Savage

Over the past decade we’ve seen a significant increase in brands using short-term activation advertising. However, this has led to a corresponding downturn in how effective advertising can be for a brand to build a st...

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Despite its claims, Coca-Cola's redesign is anything but intuitive

Nir headshot

Nir Wegrzyn, founding partner and CEO of global branding agency BrandOpus, writes about how, despite being sleek and elegant, Coca Cola's refreshed packaging design lacks in relativity and therefore fails to creat...

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Brand advisory as a key to successful transformation

Piotr Wiśniewski

What makes a global brand successful? According to Justyna Dorman, brand communication specialist at Admind branding and Piotr Wiśniewski, creative director, it is the willingness to adapt to changes in the market and...

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The world is flat (for now?)

Schermata 2021 03 09 Alle 15.12.33

CEO and founder of brand consultancy Saffron, Jacob Benbunan, explores how and why brands have now transformed into flat icons, arguing that it is essential for the creative industry not to maintain this apparent rule...

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Injecting life into heritage brands through design

Nick Dormon (1)

Nick Dormon, co-founder and managing director of independent brand design agency Echo, explores how heritage brands can capture the zeitgeist, balancing tradition with modernity in order to challenge newer brands that...

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All that glistens...six experts discuss Australia's new identity

Australia Rebrand

Creating a new brand identity is not an easy feat, especially if that identity is made to represent an entire country, its culture and traditions. Australia's latest rebranded national identity, which breaks from...

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