Transform Live North America 2025

Registration and breakfast

Welcome and opening address

Opening session will be announced soon.

The humanity hack: How voice can create more authentic brand relationship

Brand voice isn’t just an excuse to be ‘funny’, or a license to be quirky in advertising or on social media. A well designed voice can be the final piece of the authenticity puzzle in a world where we are increasingly expected to be in constant dialogue with consumers. Neil Whitfield is the creative director of Reed Words, an international verbal branding agency. With over two decades building brands for the likes of Philips, Mastercard, Zoox and Beam Suntory, he shares some insights into how brands can evoke place, humor and community in pursuit of deeper customer connections.

Brand is good for business: Scaling for healthier futures

The presentation will highlight the value of a design-led large-scale business transformation at Cencora. It will touch upon the impact of brand strategy and expression in the steering of a global brand using key facts and figures. How Cencora has invested in its brand, what led to these decisions, how have they been brought to life, and what that means for healthier futures for all will be featured in the talk.

Transform roundtable discussions

A dynamic exchange of ideas and perspectives. Engage with industry leaders and fellow attendees in interactive sessions designed to foster deep insights and meaningful conversations on all areas of brand strategy and design.​

Coffee and networking

The secret brand strategy for creating competitive advantage

For decades, brands and marketers have obsessed over differentiation. But customers today don't care if you're “different.” They care about who solves their problem—fast, clearly and better than anyone else. The world’s most competitive brands turn their customers’ pain into power. According to HBR, brands that identify and solve meaningful consumer pain points consistently outperform those relying on differentiation. So, what’s the secret strategy for competitive advantage? Stop talking about yourself. Start solving your customers’ problems. In this session, Fazer founder Todd Irwin and industry thought leader Craig Bagno will reveal the six principles of De-Positioning: a proven strategy to stop differentiating—and start dominating.​

Branding in AI: How loud should the machines be?

When branding Cicero—a new AI-powered solution that builds soft skills through avatar-based role play—Agenda faced a central tension: how visible should the AI be in the brand? Should we spotlight the technology, or lead with the human outcomes it enables? In this session, Agenda will share a behind-the-scenes peek into the decision-making process and tips for anyone grappling with branding in AI.​

Transform roundtable discussions

A dynamic exchange of ideas and perspectives. Engage with industry leaders and fellow attendees in interactive sessions designed to foster deep insights and meaningful conversations on all areas of brand strategy and design.​

Lunch break and networking

Empathy is their best policy: How Amica developed its sonic brand

For more than a century, the mutual insurance company Amica has built its reputation on empathy — the kind that listens deeply, shows up in meaningful ways and provides peace of mind when it’s needed most. Now, Amica is bringing that same spirit to sound. For the first time, they’ve developed a sonic brand — a signature sound designed to reflect who they are and how they show up for their customers, holding empathy at the heart of it.

Creating unity across large portfolios

In large, complex organizations, clarity can often get lost, especially for the customer. In this session, Northbound will share how they partnered with Cisco to simplify the customer experience through a cohesive naming strategy grounded in research, strategy and information architecture.

Learn how this work supported Cisco’s “One Cisco” vision, strengthened brand consistency and put customer understanding at the forefront, while also aligning internal teams around a unified approach. This session is a must-attend for anyone working to bring structure, clarity and cohesion to sprawling brand ecosystems.​

Transform roundtable discussions

A dynamic exchange of ideas and perspectives. Engage with industry leaders and fellow attendees in interactive sessions designed to foster deep insights and meaningful conversations on all areas of brand strategy and design.​

Coffee, refreshments and networking

The new shape of sound

For over 70 years, Marantz has led the way in high-performance audio products that combine innovative technology and effortless musicality with beautiful, luxurious and intuitive design. Now, the brand is bringing its unique expertise to the wireless speaker category thanks to two radically advanced new models that will transform customer expectations in the market.

Marantz Horizon and Marantz Grand Horizon are two luxurious new wireless speakers crafted for passionate, discerning listeners who demand both exceptional sound and timeless elegance. Implementing innovative proprietary amplification and paired with powerful driver technology, Horizon delivers a superior listening experience via an intuitive user interface and sound identity.

Sonicbrand worked closely with Marantz to design an elevated suite of sounds for the Horizon speakers—crafted to express warmth, clarity and spaciousness. Each sonic element is shaped to enhance the user experience, creating a seamless connection between product and listener through a distinctive, emotionally resonant audio identity.

Transform Tales

Transform Awards North America has been celebrating excellence in rebranding and brand strategy for over a decade. In this session, we will delve into a case study from a previous winner who exemplifies the transformative power of brand strategy and design. This case highlights how a well-executed rebranding initiative can significantly enhance brand perception and drive business success.

Closing remarks and end to conference