Transform

Disruptive business models are changing the global business – and brand – landscape. But Duncan Shaw from Living Group asks, is disruption the new steady? Colleagues...

Examining sporting successes and failures, Philip Davies talks about the importance of leadership, cohesiveness and clear objectives when building a brand Anyone unlu...

Is owning one word the new litmus test for a good brand? Joe Hewitt discusses Specsaver’s recent trademarking win and explains when brands should – and shouldn’t– take a one-word approach to verbal identity....

An organisation can guide and position its own reputation, but it does not own it. Ownership is bestowed to an organisation by its stakeholders – including its customers, investors, employees and prospective employees...

In July 2016, the $29bn merger of Ahold and Delhaize was signalled by the introduction of a new visual and corporate identity by FutureBrand. David Martin, Food retail and grocery sector brand expert and co-founder of...

In what has become a byword for disaster, the Hindenburg Zeppelin’s crash over New Jersey became world news and tolled the death knell for the technology’s proliferation. Could the collapse of the Zeppelin’s popularit...

Marvin “Popcorn” Sutton was a famous moonshiner from around the Misty Mountains of Tennessee. He was known for his overalls, scraggly beard and talent for making corn-whiskey from an illegal copper still. He refined,...

Audio branding builds brand value. Your brand deserves a coherent system of sound and music created specifically to convey its values and advantages of your brand. Your brand can make every touchpoint a relationship-b...

In October 2015, the Hewlett-Packard Company announced its intention to split into two separate entities, signaling the largest corporate demerger in history. Siegel+Gale defined a new brand experience for the spinoff...

Our colleagues in our North America, Asia and European offices all agree that we seem to inhabit a new kind of business world where disruptive seems to be the new normal. Challenger brands are snapping at everyone’s h...