"By handing over their heart and their passion, trade bodies and membership associations are also handing over their voice and their soul," says Max du Bois. How can they avoid these pitfalls?...
Articles
Brand profile: Macmillan Cancer Support
Charity sector branding requires a kind of acrobatics in order to balance the needs of fundraising, communications, social media and public interaction. How has Macmillan Cancer Support led the way in repositioning it...
Timeline: Woolworths
Woolworths has a long history in Australia and remains popular today. Its brand has changed remarkably little over the past 93 years. Its focus on fresh food, quality products and its Australian heritage remains stron...
Bodmin Jail's brand experience
The Cornish civil parish of Bodmin has, over the years, been subject to numerous myths. Perhaps most famous is its mythical big cat, which after numerous sightings has become known as ‘the Beast of Bodmin Moor.’ Yet p...
#TransformTuesday: 18 July
Every week, Transform examines recent rebrands and updated visual identities. This week's picks are below. For more from #TransformTuesday, follow @Transformsays...
Place branding: Denmark
Denmark has crafted its place brand on the very things that make it one of the world’s happiest countries: collectivity, egalitarianism and positivity. Amy Sandys reports on its cultural and arts heritage...
Transform Awards North America 2017 shortlist announced
As brand projects become more collaborative and encompassing, the criteria for what makes a successful brand is constantly being challenged. Brands and agencies reach new standards of creativity and innovation. In Nor...
Be, recharged by PB Creative
Up until recently, there would be nowhere else to visit on a post-work Friday evening than the local pub. Recent trends in keeping fit, alternative exercise and ‘clean’ eating have, however, led to a paradigmatic shif...
Brand experience: Jameson Distillery Bow Street
Jameson wanted its new brand experience to offer more than a distillation of the distilling process. It layered immersive storytelling upon historical context upon a technologically advanced approach in order to craft...
Computing brand strategy
When managing a complex, global brand, asset management can be as complex as supercomputing. Hassan Butt investigates the strategies behind brand asset management...