• Transform magazine
  • July 01, 2022

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Opinion

Opinion: Bringing B2B to life during an M&A

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In October 2015, the Hewlett-Packard Company announced its intention to split into two separate entities, signaling the largest corporate demerger in history. Siegel+Gale defined a new brand experience for the spinoff...

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Opinion: Is disruptive the new steady?

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Our colleagues in our North America, Asia and European offices all agree that we seem to inhabit a new kind of business world where disruptive seems to be the new normal. Challenger brands are snapping at everyone’s h...

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Opinion: Sailing the choppy waters of change

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Change requires courage. But during times of significant change, courage is in high demand and short supply, as unimaginable complexity comes into sharp relief. Times of change bring with them new leadership, new tale...

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Opinion: Talking about change

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What does ‘change’ mean for nonprofits? Organizations that are committed to change in a way that, arguably, nobody else is? Their work is the embodiment of change. They change the lives and circumstances of people in...

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Opinion: How does the internal brand differ from external?

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Getting the internal brand right is a challenge for brand developers and managers. Employee engagement expert Ben Watson discusses flexibility, setting clear objectives and getting the tone right when communicating in...

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Opinion: Lessons from heritage and challenger brands

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What lessons can we learn from successful, heritage brands like Coke, and new players like BrewDog?, asks Christian Cook The most successful brands are not just about...

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Opinion: Embracing the power of digital nostalgia

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Sales of vinyl records are soaring and Millennials are out chasing Pokémon, as the past and the future collide, how can brands build a bridge between the digital and physical? Simon Massey, global CEO at the Gild...

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Opinion: What makes brand extensions succeed?

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Brand extension has evolved dramatically in the past twenty years or so. Back then, there was a fairly gentle expansion of FMCG goods into adjacent product categories – Mars ice cream bars made huge news in 1988. Now...

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Opinion: Do words still matter?

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Donkey's years ago when Mr. B. Gibb opined "It’s only words, and words are all I have," was he devaluing one of the most precious things known to mankind? Only words! Bloody hell, Barry! Words are someti...

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Opinion: Will brand UK be affected by Brexit?

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How will brand UK and its largest organisations be affected by Brexit? Tom Adams, global head of strategy at FutureBrand, which organises the annual Country Brand Index, dissects Britain's nation brand...

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