Brands must be both seen and heard. The ways in which a brand’s audio assets are developed can have a huge impact on the effectiveness of that brand’s communications. Ruth Wyatt investigates. Sound is an intensely visceral sense, s...
Transform
Brand debate
A brand debate will take place this Thursday, 12 June, with marketing and branding experts and world-renowned authors. The event, ‘The death of ‘the brand’ as we know it?,’ will discuss what makes a brand, how brands succeed and...
When two brands merge
A merger is often the catalyst for a new brand positioning. In the case of the Dixons Retail and Carphone Warehouse merger, it is a case of two quite different retailers coming together with shared goals, but with very separate bra...
Investing in a new identity
Jupiter Asset Management is using a nationwide marketing campaign as the launch pad for a new visual identity. The UK based fund management group aims to take its services to a global market and these ambitions are reflected in the...
Opinion – Nick Sims
What is it that makes one brand stand out more than another? Why do some people drink Coke over Pepsi, visit Lisbon over Barcelona, or fly British Airways rather than Virgin Atlantic? With very little setting these things apart fro...
Senses stimulate brand connections
Research shows that more than 75% of our emotions can be triggered by smell, and emotional resonance is vital for brand engagement and for creating a strong brand. Research from the Sense of Smell Institute also shows that scents a...
Transform Awards MENA reveals winners
The winners of the inaugural 2014 Transform MENA awards were announced at a gala dinner held in Dubai’s JW Marriott Marquis hotel last night. The event realised the expansion of the prestigious Transform events, and launched the fi...
The year 2050 – branding’s improbable, yet not impossible future
STEFAN LIUTE, STRATEGY DIRECTOR, STORIENCE – 8 MAY 2014 In 15 years of brand consultancy, I have had enough time to hoard a large bag of frustrations and another one of satisfactions. When I look inside each, some daydreaming about...
Forwarding address
The journey the Deutsche Post and DHL corporate identities have taken over the past half-century, have seen the two companies join together harmoniously. DHL’s reputation as a reliable post carrier allowed it to branc...
