BRAND BUILDING is a blog feature in which our experts present an in depth POV on topics ranging from branding to design and simplicity. In this edition Shannon Deep, senior communications strategist, discusses what B2B companies can learn from their B2C counterparts when it comes to brand voice.
As we head into 2017, what’s top of mind for leading brand experience experts? To get some perspective on this, I sat down with a handful of my colleagues at Siegel+Gale. Here we share their imperatives for the year ahead.
In the same way they had made sophisticated cuisine accessible and cooking it easy, Blue Apron made wine, often considered prohibitively intimidating, just as simple. To this end, Siegel+Gale designed Blue Apron’s wine iconography and packaging, winning accolades from the Creativity International Awards for the work.
For nearly 50 years, Siegel+Gale has been in the business of building the world’s most iconic brands—often, in times of change. With an uncertain political climate, technology accelerating the need for business change and an ever-increasing demand for simpler brand experiences, companies across the board were reevaluating their approach in 2016. We want to share some of the many ways we enable our clients and partner agencies to touch customers every day during the moments that matter.
In addition to having 20-plus years of experience in marketing B2B firms, Margaret Molloy has also become a leading influencer of CMOs on Twitter, landing in the #6 spot of all top influencers on Twitter. Below are her thoughts on how she’s been particularly effective at developing a strong social media presence.
What does brand experience design consist of? And what can brands looking to create a great brand experience learn from disruptors?
In this Q&A, we speak with Margaret Molloy, Global CMO and Head of Business Development. As a visible and active participant in the CMO community, Margaret has a unique perspective on the future of marketing and the role of the modern CMO.
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 Jonathan Field, design director, about the role brand visual identity plays in acquiring and retaining clients.
Corporate logos being referenced in apparel is nothing new. But a new subversion is taking place. Carrefour, Boots and WH Smith serving as motifs on Anya Hindmarch handbags. McDonalds being referenced in Moschino’s catwalk shows. Fashion is usually a good barometer for millennial attitudes – so does this trend suggest that they think logos are a big fat LOL? And how do brands create experiences to engage this audience?
When the cyclical oil and gas industry experiences a global downturn, there’s a lot of uncertainty. How do we manage production? Where can we cut costs? When will prices return? Analysts predict, but nobody knows. In all of the complexity, there’s one thing we can count on—consolidation is inevitable.