Building an empire: Speaking with the founder of the Virgin Group, Sir Richard Branson, and Virgin’s former MD for Japan Mike Inman, Hassan Butt discusses brand extensions and the ethos of an entrepreneurial business...
Articles
Stretch of the imagination
Extending a brand beyond its established product category, industry or service requires a considered approach and a good deal of creativity. Hassan Butt investigates...
Valley of vineyards
Neighbour to Australia and comprised of two main islands in the southwestern Pacific Ocean, New Zealand’s sweeping mountains and beautiful beaches make it the dream destination for many aspiring travellers. A colourfu...
Brushing up big data
Celebrated as one of the most influential figures in modern science, Alan Turing once wrote of himself, “I’m afraid that the following syllogism may be used by some in the future. Turing believes machines think. Turin...
#TransformTuesday: 21 February
Every week, Transform examines recent rebrands and updated visual identities. This week's selections are below. For more from #TransformTuesday, follow @Transformsays...
Timeline: Presidential slogans
After the January inauguration of US President Donald Trump, a look back at presidential campaigns explores the precision, creativity and knowledge of what voters want that comprise most successful slogans. How do can...
Brand experience: Kidbox
With a novel approach to experiential packaging, Kidbox’s development has been geared around the interaction between the brand and its end users – parents and kids alike. Brittany Golob explores the brand...
Redefining nature
In bygone days of fellmongers, wool staples and malodorous public tanneries, brothers Cyrus and James Clark embarked on a shoe-making odyssey that would lift the Clark name well beyond its modest 19th century Somerset...
Spotlight on Hull
The city of Hull has embarked on a perception-shifting programme through the new brand for its 2017 year as the UK’s City of Culture. Amy Sandys reports on the place branding strategy...
Opinion: Why do emotion-driven brands succeed?
Brand managers are no strangers to the value of tapping into their target audiences’ emotions. It’s a well known industry fact that Coca-Cola sells happiness and Apple, in its own words, focuses on delight, surprise,...