• Transform magazine
  • November 28, 2022

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Opinion

The religion of transforming icons into iconic brands

Jonathan And Lika

Regent’s University London's Prof Jonathan A.J. Wilson, professor of brand strategy & culture, and Dr Lika Baghdasaryan, assistant professor of marketing and brand management, outline what an iconic brand look...

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Democratising design: creating for colour vision deficiency (CVD)

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Matt Hansen, senior designer at global branding agency Siegel+Gale, discusses how brands can design inclusively including colour vision deficiency (CVD). Design is a...

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Bring back the idiots

BANG Agency

Lars Andersson is a senior planner at Swedish-based BANG Agency. He argues that agencies have lost their human touch, and in order to rekindle the magic, artists, or ‘idiots’, must be brought back to the fore....

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Is there a place for ‘place’ in an effective branding strategy?

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Nikki Moeschinger, managing director at BrandOpus (Australia), considers the concept of utilising ‘place’ in branding. While some can do it very successfully, such as the Australian state of Tasmania, she explains why...

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Building the future of branding

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Joe Rogers is the co-founder and executive strategy director at Australian-based strategic brand and design agency The Contenders. He underlines the three trends in branding which may determine its future....

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Yubi: shaking up banking in India

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Philip Orwell is the founder and CEO of London-based brand agency venturethree. He explains how Yubi, a new corporate debt solution brand, meets a pressing need within the evolving Indian credit market....

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What if Ritual was the future of brands?

Christophe Rolland

Christophe Rolland is a freelance senior brand strategist and lecturer at the IED Istituto Europeo di Design in Milan, Italy and ISCOM Paris, France. He argues consumers still desire the sacred in their lives, and tha...

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The story of Commodity

Vivek Bhatia Ico

Vivek Bhatia, creative director at London-based ico Design, discusses how a confused fragrance brand became a modern American perfumery. Over the past decade, we’ve s...

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The future of green branding

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Peter Matthews is the founder and CEO of digital brand consultancy Nucleus. He argues brands must do more than merely not damage the environment, and those who ‘greenwash’ will be caught out....

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What should you do when your brand name becomes bad news?

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Maria Cypher, co-founder and principal at California-headquartered Catchword Branding, grapples with the history of brand name changing in the wake of Covid-19 and the war in Ukraine....

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