Opinion

Right now, it might seem like a bad idea to rebrand. But organisations have a lot to gain from taking risks and adapting to rapidly changing customer demands. What can a rebrand offer your organisation, inside and out...

At the Transform Awards Europe 2018, the best in rebranding and brand development will be celebrated. Brand communications agency We Launch is one of those shortlisted for the awards...

Shifts in the retail landscape see former category-leading retailers stagnate in the face of vibrant, disruptive brands. How can established brands learn from this challenger mentality and deliver something new to the...

As the trend for voice-activated purchasing grows, brands must prepare for change. Marcel Kornblum examines the opportunity voice technology lends to brand managers, across all sectors...

With the retirement housing sector the preserve of stale branding and lacklustre design, developers fail to capture the attention of a lucrative demographic. Mark Davis examines how retirement housing can address its...

With trust in organisations continuing to decrease, charities have a unique opportunity to rebuild their reputations. How can they improve their brands through good communications?...

Impact branding – a concept and approach developed by Capital Communications that applies the priorities and metrics of impact investing to branding and corporate or organisational identity – addresses worldwide probl...

From this year’s Transform Awards North America, Matt Walsh from Salt Branding discusses the impact disruption has on brands and customer behaviour Few words in busin...

In a tougher beer market, how can one global, heritage brand fight the trend against all that is new and local? By repositioning itself to emphasise its freshness, originality and character. Martin Flavin discusses th...

Once revolutionary, radio has been relegated to the back burner since the rise of digital, broadcast and social media. But, is radio ready for a resurgence? Michael Walbach examines successful brand campaigns using ra...