• Transform magazine
  • May 18, 2022

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Opinion

The sustainability of the Tokyo 2020 Olympic and Paralympic Games should be judged by one word: legacy

Lara Sharrock BW

Lara Sharrock, sustainability director at WPP brand agency, Superunion, writes about the sustainability legacy of the Tokyo 2020 Olympic and Paralympic Games. The real sustainability opportunity, Sharrock argues, is...

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Fortune favours the brave

Rob Wade Photo

Rob Wade, founding director at London-based design agency Rare Breed, writes about the enduring power of ideas and its critical importance in turbulent times. In 2...

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Supercharging sustainable textiles

BW Portrait John Corleto

In an industry where there’s no shortage of innovation, what role can effective communication play in the mass adoption of sustainable fabrics? John Corleto strategist at Tokyo-based branding agency, Eat Creative, exp...

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How to rescue B2B from indifference

Rich 01

Richard Buchanan, MD and co-founder of brand consultancy, The Clearing, explores how ‘B2B’ has become three of the most reviled initials around and exposes the secrets of how to properly execute B2B branding....

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Are you merely talking transformation, or really transforming your brand?

Ash Banerjee Headshot

Ash Banerjee, executive strategy director CEEMEA at branding agency Landor & Fitch, writes that for brand transformations to be meaningful and impactful, they must be data driven. Banerjee argues that a baseline o...

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Branding the invisible

Milankendallshah

In today’s world, in which more and more people are embracing the online and digital sphere, a growing number of brands are now effectively 'invisible,' as they sit at the intersection between hardware, softwa...

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Looking like the real thing - celebrating plastic free beauty day

Plastic Free Top Banner

To mark this year’s Plastic Free Beauty Day, a day dedicated to challenging the use of plastic packaging in the beauty brands, Transform magazine spoke to three experts in the sustainable product a...

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Brand purpose – does your business have a ‘why?’

Sparkloop Gayle Portrait03

Gayle Carpenter, director of creative agency Sparkloop, writes about the importance of matching profit with purpose. She argues that some of the world’s most powerful and successful brands have found exactly the right...

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The ethics of renaming

Laurel headshot

For many brands, it's way past time to re-evaluate their resonance in the 21st century. Laurel Sutton, linguist and co-founder of of naming agency Catchword, writes that the cost of renaming a company or product m...

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New Model Agency

The Dreaming Saboteur CRPD

Alex Clegg, co-founder of branding agency Saboteur, writes about the importance of change and evolution, particularly for branding agencies. He explores the radical changes Saboteur has implemented, taking the opportu...

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