When companies approach branding firms like Siegel+Gale for guidance on merging two corporate or product brands, the request is typically for us to develop a name, logo, endorsement strategy and story for the new merged entity. In many cases, however, it’s not the right move to simply create and launch a new brand identity overnight. Merging brands is a process. It’s about transitioning equity, shifting perceptions and migrating customers.
Mergers and acquisitions are big business. With a record 3.2 trillion in M&A expected in 2018*, it’s not surprising that companies devote most of their attention and resources to the financial, operational and logistical components of a merger or acquisition. Focusing on the implications of how the merger or acquisition will affect the brand is less tangible, and therefore often put on the back burner or just plain neglected. Ultimately, that can be a costly mistake.
How do you convince someone that a brand is relevant when the landscape, which it needs to be relevant in, keeps changing and evolving? The good news is that the core components of relatable brands haven’t changed. Relevant brands today, like 100 years ago, are relatable, practical, and above all else, provide meaning in the lives of their audiences who matter most.
Beginning a brand architecture program often results in sighs and groans from our clients. Our advice—keep it simple. To kick-start your process, here are three simple steps.
In this episode of Brand Matters, we speak to Christian Turner, global director of naming, about how naming can affect the outcome of a merger, acquisition or spin-off.
Howard Belk, co-chief executive and chief creative officer, Siegel+Gale, and Sally Henderson, founder of Pello, discuss how the advertising industry can become more inclusive in the latest of a series of gender diversity interviews conducted by prominent women from across the marketing industries.
Naming can be a funny thing—especially when left to the public to decide on. Global naming director Christian Turner opines on the rise of “Boaty McBoatface.”
Recently, we spoke with Preanka Hai, strategist, on how B2B brand experience is changing, what B2B brands are embracing “consumerization,” and what B2B brands need to start doing in order to capitalize on this trend.
Today, March 24th, marks World Tuberculosis Day. With nearly 3 million people still afflicted by this disease, we worked with the Stop TB Partnership to craft a brand that would usher in the end of this illness.
Verbing is seen as the pinnacle in the modern branding world, but if you’re picking a name specifically for its “verbability,” I say, “Don’t!”