Richard Buchanan, MD and co-founder of brand consultancy, The Clearing, explores how ‘B2B’ has become three of the most reviled initials around and exposes the secrets of how to properly execute B2B branding....
Opinion
Are you merely talking transformation, or really transforming your brand?
Ash Banerjee, executive strategy director CEEMEA at branding agency Landor & Fitch, writes that for brand transformations to be meaningful and impactful, they must be data driven. Banerjee argues that a baseline o...
Branding the invisible
In today’s world, in which more and more people are embracing the online and digital sphere, a growing number of brands are now effectively 'invisible,' as they sit at the intersection between hardware, softwa...
Looking like the real thing - celebrating plastic free beauty day
To mark this year’s Plastic Free Beauty Day, a day dedicated to challenging the use of plastic packaging in the beauty brands, Transform magazine spoke to three experts in the sustainable product a...
Brand purpose – does your business have a ‘why?’
Gayle Carpenter, director of creative agency Sparkloop, writes about the importance of matching profit with purpose. She argues that some of the world’s most powerful and successful brands have found exactly the right...
The ethics of renaming
For many brands, it's way past time to re-evaluate their resonance in the 21st century. Laurel Sutton, linguist and co-founder of of naming agency Catchword, writes that the cost of renaming a company or product m...
New Model Agency
Alex Clegg, co-founder of branding agency Saboteur, writes about the importance of change and evolution, particularly for branding agencies. He explores the radical changes Saboteur has implemented, taking the opportu...
European chain supermarket loses out in trade mark battle of the gin bottles
Following the recent trade mark rights issue about ‘Colin the Caterpillar’ cake, Laurie Bray, senior associate and trade mark attorney at European intellectual property firm Withers & Rogers, explores another trad...
Reinventing the creative skill set for the experience economy
Jack Ashdown, creative director of digital agency Great State, writes about the increasingly important role of sensory technologies and the need for creative agencies and designers to embrace AR if they want to surviv...
Design: an escape for humans in times of hardships
Ahmad Al Saadi, managing director and co-founder of a creative and communications agency, Gulf Advertising in Business 'ADinB,' located in the UAE and France, writes about how design acts as a smart tool in re...
- Opinion