The word ‘iconic’ is often bandied around with reference to pack design – and it is frequently overused. Genuine icon status, such as is attributable to the Coca-Colas, McDonalds, Nikes and Marlboros of the marketing...
Articles
The sound of brand
The atmosphere at the Audio Branding Awards 2015 in Berlin was like that of a tribe. A hodgepodge of composers, marketing professionals, entrepreneurs and brand enthusiasts, many of whom carved out the beginnings of t...
Opinion: When is a brand strategy not a brand strategy?
There’s a pattern to many branding projects. From global powerhouses to plucky start-ups, there’s a bell curve that most experienced brand agencies will recognise all too well; from optimism and confidence to inevitab...
Dreams come true
In designing a new flagship, Hamleys brought imagination to life across nine different experience- led worlds of play. How did organisational and experiential strategy impact the brand? Brittany Golob reports....
Opinion: How can brands survive in the age of the driverless car?
With driverless cars now being trialled from Milton Keynes to California, the automotive industry is set to face its biggest revolution in the past 100 years. At last...
The value of a strong brand
Yesterday, in the heart of Dubai, the Middle East Brand Summit explored the region’s passion for, interest in and understanding of brand. Following the summit, the Transform Awards MENA honoured excellence in brand strategy and reb...
#Transform Tuesday: 02 June
Every week, Transform examines recent rebrands and updated visual identities. This week’s picks are below. For more from #TransformTuesday, follow @Transformsays 1. Whatever happened to radical youth? Students from Swedish Linkopin...
Opinion : Where to next for luxury?
Roger Gray, Brash Brands Beginning in 2009, handbag icon Louis Vuitton launched a campaign to connect digitally with customers around the globe, complete with a mobile app to share travel stories – and show off luggage – and a film...
#Transform Tuesday: 26 May
Every week, Transform examines recent rebrands and updated visual identities. This week’s picks are below. For more from #TransformTuesday, follow @Transformsays 1. Kokoro & Moi’s treatment of the Guggenheim Helsinki’s NOW exhi...
Travel social
Hostelworld, the online hostel booking platform loved by budget travellers, has rebranded so that the social aspect of hostel life is now at the forefront of its identity. This is reflected in the new brand proposition, ‘Meet the W...