Behind every brand delivering simpler experiences for customers is a leader who recognizes the inherent value in keeping things simple. Here I interview leaders, often CMOs or CEOs, that we deem simplifiers. In this Simplifiers interview I speak with Amy Dunkin, Chief Marketing Officer at Houghton Mifflin Harcourt.
Mergers and acquisitions done right can offer companies tremendous opportunities for growth. They can also be a complicated, messy time for brands. Building an effective, merged business is a high-risk act of undoing existing assumptions—for employees, for customers, for investors, and others. In this time of flux, brand equity must be managed strategically, clearly and consistently.
Behind every brand delivering simpler experiences for customers is a leader who recognizes the inherent value in keeping things simple. Here I interview leaders, often CMOs or CEOs, that we deem simplifiers. In this Simplifiers interview I speak with Amanda Tolleson, CMO at Birchbox.
In this episode of Brand Matters, Rana Brightman, director of strategy in London, discusses how to maintain a position of leadership in a world that’s increasingly complex, volatile and uncertain, while elaborating on the value of brand purpose.
SMPL Q&A is a blog feature in which we interview experts on all things relevant to branding, design and simplicity. In this Q&A, we speak with David Srere, Co-CEO and Chief Strategy Officer at Siegel+Gale, on what entrepreneurs should know about brand. To all those scrappy entrepreneurs out there—here are some pointers.
Siegel+Gale’s research, developed in conjunction with SAP and Shift Thinking, and published in Harvard Business Review, suggests that digital brands operate and think differently from traditional brands. To explore this difference in mindset, this survey of 5,000 U.S. consumers asked them about 50 brands, both traditional and digital.
As AI begins to shape our daily lives, brands must consider how they shift their behaviors and interactions to meet customers’ evolving expectations. We’re seeing misconceptions about how and when brands should experiment with AI, and what else the AI trend will usher in. Brands will need to think beyond creating experiences they want people to adhere to and start thinking about creating behaviors they want people to adopt.
Way upstream–near the original inspiration for any company, product, or project–founders quickly realize that they need a name. Otherwise, how do you tell your friends what you’re working on? Naming takes more than a creative mind, a fluent voice, and a critical eye. Success requires the right perspective from the outset and proper procedures throughout.
We’re thrilled to announce Siegel+Gale was recently named as one of the Top US B2B Marketing Agencies. The report, which ranks the top 32 agencies and provides a list of the top 20 fastest-growing shops, includes full financial details, exhaustive analysis of the agency landscape, predictions for the future and detailed profiles of selected agencies.
In honor of International Women’s Day, Siegel+Gale convened panels in New York, San Francisco and Los Angeles of exceptional female marketing executives. In the empowering panel discussions that followed, we focused on the challenges of brand building and navigating leadership in 2018. Below we captured Tweetable moments from these conversations.