As the human cost of Covid-19 escalates, so does the economic cost. With a baseline predication of global GDP contraction sitting at 5.2%, the fallout has been significant. Despite this, many see big opportunities.

Siegel+Gale

February 2021

While start-ups can often consider agility to be an advantage, incumbents are frequently better placed when it comes to branding. Heritage, often synonymous with purpose, is something grown, not created, and it's something incumbent financial institutions tend to have in abundance. However, a brand doesn't need heritage to be authentic—it merely requires a foundation or a purpose rooted in truth.

James Snook

January 2021

We believe that less is usually more and now, new tools and experience thinking make it possible to do more with less. So, as we head into the new year, here are five tips to consider to help you make the most of what you have when rationalizing your brand portfolio in 2021.

Siegel + Gale

January 2021

Brands today don’t exist in a vacuum. They’re not unilateral, broadcasting to the world what they want people to believe about them. They’re dynamic, shaped and felt by people – their customers, their partners, their investors or their employees – across every touchpoint. Each audience passes judgement based on how that brand shows up, how it speaks to them, and how it makes them feel.

Siegel+Gale

December 2020

Given the current climate around the pandemic and global market conditions, mergers and acquisitions are on the rise. This uptick in activity will likely sustain as industries continue to be impacted, and innovation drives the search for efficiencies, consolidation, supply chain adjustments, evolving service models and increased scalability. Embracing change and acquisitions that help across these areas is a priority for many companies. One thing is clear—the success of these deals ultimately hinges on the people inside the organization, not the balance sheet.

Siegel+Gale

December 2020

Today, brand is more than a name, logo, tagline, advertising campaign or even the marketing department’s sole purview. A brand’s success is measured by the summation of the touchpoints all stakeholders—customers, employees, partners, investors, community—have with an organization. When a brand is well-managed, stakeholder experiences align with the expectations set by marketing communications and the brand grows in value over time. However, sometimes brands lose relevance and need to be reconsidered, a process known as rebranding. Here are six scenarios when a company might want to consider rebranding.

Siegel+Gale

December 2020

2020 has not gone to plan. Our previous CMO study, conducted during the early months of the Covid-19 pandemic, revealed a set of leaders focused on steering their businesses and teams through uncharted waters with unbelievable agility, and who were also beginning to look to the future.

Siegel+Gale

December 2020

Understanding buyer behavior and cultivating the habits that we desire of buyers has long been the bedrock of marketing and an outcome of successful brand building in both B2B and B2C business models. But what happens when a global pandemic wreaks havoc with all facets of life, from work to lifestyle? How do buyer habits change? Which ones will revert pre-pandemic? And perhaps more importantly, which new habits will persist?

Margaret Molloy

December 2020

In SMPL Q+A, we interview Siegel+Gale practitioners on all things relevant to branding, design and simplicity. Here our Group Director of Naming, Aaron Hall, talks about creating a TV show name and its role in building the show's brand.

Aaron Hall

November 2020

In SMPL Q+A, we interview Siegel+Gale practitioners on all things relevant to branding, design and simplicity. Here our Senior Director of Strategy Britt Bulla + GE’s Director of Global Brand Zara Mirza share how to discover a purpose that sticks, how we crafted GE’s new brand purpose and some of the key tenets for successfully unlocking purpose at your organization. 

Siegel+Gale

November 2020