The Transform Awards evaluate exemplary work in brand development, and acknowledge the growing significance of brand in strategic corporate communications.
By: Lewis Jones
The biggest cinema in the world has no auditoriums, the biggest shop in the world has no physical stores, the biggest hotel in the world doesn't own a single room, the biggest taxi service doesn't own a single car, etc., etc.
Lately, this has become a regularly-recited fact. Understanding who it refers to is easy and realising that this really is the case has a certain impact.
What does constructing a brand identity mean? Form a personality for the brand through a visual and iconographic language, effective communication, or even the design of every single touchpoint: these are all elements which determine the perception and reputation of the brand from the point of view of its public. A perception which is not only rational but also profoundly emotive and instinctive, on which the approval and the consequent success of the brand depends.