Hisham Lahouasnia, founder and executive director at Freedom, discusses how ambitious and long-term orientated Middle Eastern brands are starting to influence global industries....
Transform
Tiny sounds, massive impact: The power of sonic branding
Laura Woźniak, senior project manager, EMEA at MassiveMusic, discusses the power offered by sonic branding, and explains how brands can use audio cues to make a lasting impact....
From tradition to innovation: Navigating Saudi Arabia’s branding revolution
Rashad Moglbay is the general manager of Bold Brands, part of The Bold Group. He discusses here the rapidly changing branding landscape in Saudi Arabia, and explains how a talent-driven workforce will drive market lea...
Angus’ A-Z of logos: Juventus
Pentagram partner and creative director Angus Hyland explains his appreciation for Italian football club Juventus’ revised club logo in his latest monthly Transform column on the A-Z of logo design....
The evolution of branding: from surface to substance with conscious branding
Mateusz Zabierowski, CEO and co-founder of global branding agency Admind, sets out how to shape a future where branding and communications contribute to a more sustainable and equitable world....
Sound is the key for brand differentiation amidst Saudi’s wave of transformation
Julia dos Santos, director of partnerships MENA at MassiveMusic, explores the difficulties brands have differentiating themselves in Saudi Arabia at present, and explains how sonic branding can help break down these b...
The politics of music or the music in politics
Alexander Wodrich, managing director at why do birds, takes a look at the fascinating history of audio in American politics. With a seismic election fast approaching, he asks how the parties can mobilise the electorat...
Ethara: A rebranding triumph in the regional entertainment landscape
Andrew Stass, brand marketing & communications director at Ethara, discusses how his company’s brand was conceived in a merger between Abu Dhabi Motorsports Management and Flash Entertainment....
Have we forgotten the power of positioning? Not here at TOTEM
Colin Byrne, creative managing director at TOTEM, explains his agency’s approach to positioning brands, and how this leads to better outcomes for clients. With origin...
The silly fear that's crippling your B2B brand effectiveness
Tim Craig, managing director at integrated marketing agency mReaction, explains why the world of B2B brand design must be met with courage, not caution. Every evening...
