In June, brand and communications professionals descended on Dubai for a half-day conference discussing rebranding, brand development and repositioning. The next Transform event, the Transform Conference Asia Pacific, will take pla...
Articles
The future of food brands
When it comes to food brands, the way that consumers experience taste is critical to the way they perceive the brand. Taste is something that is heavily shaped by external factors and influences. For brands in the food and drink in...
Transform Awards Europe open for entries
After a massive overhaul of its on-screen identities, sub-brands, corporate brand and most popular channel, ITV implemented its rebrand overnight last year. Not only were viewers awed by the new, changeable idents, but ITV went on...
New domains threaten brand security
New web domains are currently popping up left right and centre, but with everything from .london to .shop and .sport becoming available for monopolisation, brand security is coming under attack. Recent research from NetNames, an on...
Vans brand experience favours youthfulness and creativity
The London House of Vans is the second of its kind and the first in Europe. Opening its doors in the Old Vic Tunnels under Waterloo station, the site offers up experiences that complement the Vans identity. The 30,000 square foot s...
The Dixons Carphone brand communicates unity
Back in May, Dixons Retail and Carphone Warehouserevealed their plans to merge. The hotly anticipated new identity, designed by ad agency AMVBBDO, has now been revealed. The new partnership is intended to facilitate the ‘internet o...
A brand is forever, not just for Christmas
At a breakfast last month, co-hosted with independent creative engagement agency Rufus Leonard, discussing the development of the corporate brand, brand managers shared their thoughts about the modern comms landscape...
Greggs demonstrates social media crisis management
The speed of online sharing means that a brand can come up against damaging coverage at any point as Greggs found out yesterday. But the medium also allows for instant rectification. The official Greggs twitter feed provided a grea...
Fairtrade brand develops with new website
Launching a new website can provide the opportunity to grow a brand, while strengthening its established brand values. On its 20th birthday Fairtrade resolved to make its website truly representative of its brand ethos, while servi...
Jewellers target aspirational market with new brand
Sometimes re-working brand strategy goes beyond a single brand. In 2012, the LoveGold campaign, initiated by the World Gold Council, sought to make gold relevant for the younger generation. The council provided low-interest, long-t...