Brand extension has evolved dramatically in the past twenty years or so. Back then, there was a fairly gentle expansion of FMCG goods into adjacent product categories – Mars ice cream bars made huge news in 1988. Now...
Transform
#TransformTuesday: 12 July
Every week, Transform examines recent rebrands and updated visual identities. This week's picks are below. For more from #TransformTuesday, follow @Transformsays...
Opinion: Do words still matter?
Donkey's years ago when Mr. B. Gibb opined "It’s only words, and words are all I have," was he devaluing one of the most precious things known to mankind? Only words! Bloody hell, Barry! Words are someti...
Opinion: Will brand UK be affected by Brexit?
How will brand UK and its largest organisations be affected by Brexit? Tom Adams, global head of strategy at FutureBrand, which organises the annual Country Brand Index, dissects Britain's nation brand...
Brand evolution in Europe
At the 2015 Transform Conference Europe, influence, reputation and creativity were key topics. Sustainability as a core brand positioning laid the groundwork for the current rise in purpose. And brands were maturing t...
Opinion: What does Microsoft's acquisition of LinkedIn mean for the two brands?
Earlier this week, one of the biggest online acquisitions of the decade was announced. In a surprise move, Microsoft confirmed it would invest a huge $26bn in purchasing business-based social network LinkedIn – a move...
Opinion: How membership organisations can build stronger brands
Customer testimonies are an old and popular way of waving a flag for your organisation, and in today’s age of digital marketing and sharing, they have become a powerful, and often double-edged, force. Yet few membersh...
Opinion: How does brand implementation impact on the bottom line?
At most branding events, there is a creative buzz in the air. The creative brand agencies are the ones that are celebrated for the development of strong visual identities and inspiring values. However, It was interest...
Timeline: Penguin Random House
Penguin Random House merged in 2013 to form one of the world’s largest publishing groups. Its combined logo transformed from that of a placeholder to a stylish wordmark in its own right. But both organisations have gr...
Start the music
Music has traditionally been a secondary consideration for brand managers and agencies. Audio branding is changing that. Steve Keller, CEO of iV2 audio branding shares key insights on the value of music, sound and aud...
