We think, therefore, we are. What do you think?
Sep 1st, 2010 posted by Anthony Mitchell

Website naming—The weird wide Web

Over the past few weeks, I’ve been checking out some of the new, up-and-coming websites out there. Many of these sites offer some pretty cool services: Hipmunk has a slick new flight search interface, Gowalla helps you keep up with (and keep track of) your friends and Spotify lets you easily find and listen to the music you like.

When it comes to the naming practices of many new Web startups, the trend seems clear—the stranger the name, the better.

From Youtego to Tweba, Quora to Wowio, Web names run the gamut from the cute and quirky to the totally bizarre. And these unusual names aren’t limited to small, entrepreneurial startups; big venture capital players are investing millions of dollars in companies with names like Zynga, Wooga, Zulily and Blippy.

When the dot-com bubble burst in the early 2000s, new Web startups tended to shy away from more evocative names and launched sites such as Facebook, MySpace, LinkedIn and YouTube. Today, however, anything goes. Granted, domain names are getting harder to acquire, but do names like ooVoo, Flukle, Uruky and Mimvi make any sense to use?

As a professional naming consultant, I’m often asked for examples of really “good” names. Here’s my short answer—if it’s “right” for the offering, then it works. By “right,” I mean the name should “feel right” (support the brand story), “look right” (be relatively easy to read/use) and “sound right” (appeal to the target customers). So that means names like Facebook, Twitter and Hi5 can all work well for a social networking website.

But a catchy name alone is not going to drive success. Look at Cuil (pronounced “cool”), the eagerly-anticipated, well-funded ($30+ million) search engine that was supposed to revolutionize the search space and give Google a run for its money. When it failed to deliver the relevant results promised, the website didn’t look so “cool” anymore.

So what do you think? What are some great (or not so great) new website names?

Anthony Mitchell is a senior strategist for the Siegel+Gale New York office.

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Aug 30th, 2010 posted by Irene Etzkorn

Of course we don’t know the difference

The SEC wants to know whether you know the difference between a broker and an investment adviser. My guess is that you do not and while you are pondering the answer, you might also consider what the terms financial consultant, financial advisor, investment executive and financial planner mean since they are also bandied about by brokerage firms and financial institutions. The Securities and Exchange Commission wants to know your answer by the end of the day today, August 30. You can submit comments online by sending an email to rule-comments@sec.gov and include “File Number 4-606” in the subject line.

The SEC is studying the issue to look at setting up new regulations for brokers. I assume that they already know the answer—the brokerage industry has benefitted from multiple terms which are easily confused. They would hope that you know that brokers and dealers don’t have a fiduciary duty to act in the best interest of their clients while investment advisers do. Since the term “fiduciary duty” isn’t the most commonly spoken phrase, they might look into that one as well.

The SEC needs to come up with just a few, memorable terms, no more than 5, with easily distinguishable meanings. Think of how it will simplify their business cards.

Irene Etzkorn is the executive director, simplification for the Siegel+Gale New York office.

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Aug 30th, 2010 posted by Julie Polk

Raising your voice

I have a good friend who writes popular books for teenagers. She also has nearly 19,000 Twitter followers and recently qualified for a verified account. Consequently, she’s often asked to speak on panels at book conferences to share her obvious expertise in how to use social media to build a loyal audience.

Here’s the thing: she has none. (That’s not a slam, by the way—she’ll tell you that herself.)

What she does have is a very clear sense of who she is, who her readers are, and why they connect with her. She doesn’t spend her time on Twitter hollering about her “brand,” or constantly asking people to buy books she’s already written, or trying to figure out how she should sound so that people will want to buy her next book. She just talks to them, and she responds to them when they talk to her. And then they buy her books, for a couple of clearly observable reasons:

1) The bond she’s forged with her audience is so strong that a number of readers have picked up copies of her books after finding her on Twitter first. She tweets a lot, and all of her tweets share certain core qualities: an offbeat, irreverent (but not snarky) sense of humor; a passionate commitment to equality and fairness; generosity; and a sense of adventure.

2)When they buy her books, readers find that no matter how disparate the subjects, the books share those same qualities. Readers who love those qualities love those books. And they’ve helped put one of them on The New York Times bestseller list.

So if she doesn’t have a degree in marketing or a career as a social media expert (if such creatures can truly exist in what’s still the dawn of the social media age), how did she do it—especially when publishing is an industry in flux? And perhaps more importantly, since you’re reading this blog and not a young adult novel, how is this relevant to branding?

It’s simple: voice.

Voice is the distinctive tone and style in which we communicate. It’s not just words; it’s a fusion of language, design and content. Voice is the external expression of what makes us unique—as people, certainly, but also as companies. Unique is appealing. It’s engaging. It feels personal. It creates a dialogue with the people who consume whatever it is you make, whether it’s books or clothes or telescopes.

It’s usually more difficult for a company to identify its true voice than it is for an individual (raise your hand if you’ve ever sat in a meeting where powerful ideas were pulverized into nonsense with the sledgehammer of groupthink), but it’s even more critical.

Because voice isn’t a veneer. It can’t be invented or imposed without sounding instantly, irredeemably false. True voice is an authentic expression of your core values—and that means that it’s also a perfectly calibrated tool for measuring how well you’re embodying those values. (Notice all the talk in the blogosphere and elsewhere about the cognitive dissonance generated by the Google-Verizon deal, because it sounds at odds with Google’s informal “Don’t be evil” motto? That motto was a really clear example of voice in action. Obviously, it still is.)

Whether you’re self-employed or run a multinational corporation, a clear, consistent, authentic voice is one of the most powerful tools available for attracting and retaining an audience. It can take some digging to uncover your voice, and that voice can make demands on your behavior once you do. But the rewards of being able to express exactly who you are and why you do what you do—not to mention having clear criteria for how well you’re fulfilling your mission—are rich.

Julie Polk is a writer for the Siegel+Gale New York Office.

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Aug 26th, 2010 posted by Brendan McCormick

The 99

I arrived in Dubai in late February of this year—with the prospect of working in the Middle East and being exposed to new cultural aspects, I became more aware of stories relating to the region and those that were particularly Arab focused in content.

One story that caught my attention was an interview with publishing entrepreneur Naif Al-Mutawa, founder and CEO of Teshkeel Media Group. He aimed to create a comic that would be published in Arabic and be distributed initially in Arab-speaking countries. The intrigue for me was that the comic was to boast a staggering collection of 99 superheroes—all characters born of an Islamic archetype. “The 99”, as they would be called, were created based on the ninety-nine attributes of Allah. The concept of superhuman powers in the comic are held within the individual stones of three sets of prayer beads, with each one having thirty-three stones.

Thanks to my teenage son, who is a comic enthusiast and collector, I know that the creation of the comic superhero Superman during the 1930’s was a direct response to fascism with some of the early comics showing Superman fighting the Nazis in Europe.

The catalyst for the creation of “The 99” was to counter the often, negative perceptions some people have of Muslims. It seems the project’s purpose is to elevate the perception of Islam and provide positive roll-models to Arab children throughout the world. The comic’s characters are a multi-ethnic and international mix, which opens it up to a diverse global audience.

As a business idea the project has been a phenomenal success, the comic is currently published in eight languages and is distributed across 12 countries—President Obama even made a special mention about The 99 and its creator in a speech given recently at the Presidential Summit on Entrepreneurship. The 99 now has its very own theme park in Kuwait and the comic is being developed as an animated series.

Recently, Naif Al-Mutawa spread The 99’s message of tolerance and understanding in a special report to CNN. His words exude passion, and purpose for an idea and a brand that is truly seeking to make a difference in the world.

The bios for The 99’s extended team of writers, editors and designers display a vast array of professional experience. But in working for The 99, these professionals now also share a unique sense of purpose to promote tolerance and peace.

Will this unified sense of purpose help to create a brand that truly changes the world? What other purpose-driven brands do you admire?

Brendan McCormick is a creative director for the Siegel+Gale Dubai office.

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Aug 24th, 2010 posted by Siegel Gale

Siegel+Gale Bolsters Capabilities in San Francisco with Appointment of Nikolas J. Contis, Director, Strategy

SAN FRANCISCO, AUGUST 24, 2010 – Global strategic branding firm Siegel+Gale, today announced the appointment of Nikolas Contis as director, strategy of the firm’s San Francisco office.

With over 20 years of strategic branding experience, Contis brings a wide range of experience in industries including technology, entertainment, financial services, consumer, retail and tourism. In his new role, Contis will oversee the development of branding programs for clients throughout the West Coast.

“Adding Nik to the team in San Francisco helps us create an even stronger position with brands in the Bay Area,” says Jason Cieslak, managing director of Siegel+Gale’s West Coast offices in Los Angeles and San Francisco. “Nik’s broad range of branding experience from brand strategy and architecture to naming is an essential asset for us as we continue to build brands along the West Coast.”

Having worked in a variety of industries, Contis was instrumental in the development and implementation of high profile branding programs for clients such as Microsoft, Blackberry, Nokia, CNN, Disney, Charles Schwab, Procter & Gamble, Coca-Cola, PepsiCo, Nestlé, The Gap, Levi’s, Hugo Boss and The Venetian in Las Vegas.

“Siegel+Gale has already established deep relationships with many influential brands in the region,” says Nik Contis, director, strategy. “I look forward to leveraging my experience against Siegel+Gale’s unique philosophy on simplicity as a foundation for building world-class brands.”

Nik holds a Bachelor’s Degree in English from the University of California, Los Angeles.

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Aug 23rd, 2010 posted by Maria Jalasvirta

Simple Complexity

Are you a technophobe?

If so, contrary to what you might assume, emerging technologies might actually work in your favor! Why? While technological innovation continues at an exponential rate, human brain development remains steady in comparison. The more complex technology we produce, naturally, the more we need to simplify user experiences.

Earlier this year I attended a Financial Services Forum event (in London) where The Future Foundation, a consumer and business trends think-tank, and leader in consumer insights and strategic futures, gave a presentation about established and new trends post-recession. The trends outlined in the presentation, entitled “The New Normal”, made a big impression and have stuck with me to the extent that I find myself referring to many of them frequently.

One of the new trends that particularly struck me was referred to as “simple complexity” or “simplexity”. The trend has evolved out of the increasing complexity of technology, which further creates the need to simplify the interfaces that can be used to improve the user experience. We live in a world where technology is omnipresent and will only continue to become more perplexing. As a result, the need to simplify the user experience is becoming more and more essential. The figures to support this argument are also compelling. For example, survey results from the Future Foundation state that over half of 16-24 year-olds in the UK agreed or agreed strongly with the statement, “When I buy a new technology device, I don’t expect to have to read the manual”.

Some examples of organizations that embrace the trend of simplexity include Google, Apple, the Massachusetts Institute of Technology and Microsoft.

Google

Google is an exemplar of Simplexity. It’s no secret that part of the appeal in using the Google search engine lies in the simple elegance of its ironically multifaceted user interface. Some have even compared Google’s simplexity to that of a Swiss Army knife. Marissa Mayer, vice president, Search Products & User Experience, recently said, “I think Google is like a Swiss Army knife: clean, simple, the tool you want to take everywhere,” says Mayer. “So on Google, rather than showing you upfront that we can do all these things, we give you tips to encourage you to do things these ways. That’s worked well for us. Like when you see a knife with all 681 functions opened up, you’re terrified. That’s how other sites are—you’re scared to use them. Google has that same level of complexity, but we have a simple and functional interface on it, like the Swiss Army knife closed”.

Apple

Of course Apple ranks at the top of the “Simplexity Hall of Fame” with its promise of ultimate usability and users’ ability to navigate completely intuitively. All the nuts and bolts of the extremely fluid-functioning iPhone or iPad are hidden beneath the minimalist, sleek and simple interface, allowing supreme ease of use. This summer, Visa will make it possible for iPhone users to wave their device in front of a contactless payment terminal to make transactions thanks to an Apple-certified hardware accessory.

Massachusetts Institute of Technology

New technologies such as the SixthSense technology being pioneered at MIT are also in line with the simple complexity trend. By wearing a small projector, SixthSense technology allows the user to project virtually any interface, whether it be your mobile phone keypad or camera lens onto any usable surface, essentially eliminating the need for tangible gadgets. While it may seem complex when explained, it certainly seems to embody seamlessness and strips us almost completely of all physical apparatus or clutter.


Photo posted on flickr by Steve Jurvetson

Microsoft

Similarly, the Microsoft Surface, a table which has a surface that is essentially a touchscreen or computer, attempts to achieve ultimate seamlessness and simplicity. When devices such as phones or digital cameras are simply placed onto it, the media stored in them immediately appear on the screen ready for viewing, sharing or manipulating by the touch of a finger. The table can also act as a cashier at restaurants for instance. When items are placed onto it, the computer automatically calculates prices and the diner may pay by placing his/her credit card onto the table.


Photo posted on flickr by Gustavo Pimenta

What this means from a brand perspective is that as we move toward an increasingly technologically-complex existence, digital elements become extremely important, if not the most important touch points to simplify. Therefore a crucial prerequisite of delivering on any promise will be the ability to master simplexity. Whether seeking to provide utility or entertainment, it is clear that the future is not about technology; it’s about usability. Usability is “The New Normal” and simple really is smart.

Maria Jalasvirta is a strategy analyst for the Siegel+Gale London office.

Download a PDF of the white paper here.

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Aug 17th, 2010 posted by Siegel Gale

Siegel+Gale Develops a New Brand Platform and Identity for the United States Mint

Repositions brand by Connecting America through Coins

NEW YORK, August 17, 2010 – Global strategic branding firm Siegel+Gale, today announced the development of a new brand promise and identity for the United States Mint, a bureau of the United States Department of the Treasury.

The new brand promise, Connecting America through Coins, communicates the widespread influence the United States Mint has on Americans’ everyday lives—highlighting coins as not only a powerful link between American values and commerce, but the basis for everyday moments shared among us. From enabling commerce to initiating the start of sporting events and even helping children learn to count—the coins produced by the United States Mint connect us in various ways.

The new promise and identity were developed based on four objectives: to strengthen the identity and level of awareness with the public, to increase sales of collectible coins, to increase the uptake and use of dollar coins and develop and further build a reputation for the organization as the only legal manufacturer of American coins.

“As the world’s largest coin maker and sole authorized manufacturer of American coins and official medals, the United States Mint has an incredible impact on the American economy,” says David Srere, co-president and chief executive officer, Siegel+Gale. “But, the American public has had little understanding of how the United States Mint touches their lives outside its role of enabling commerce. While recognizing President Obama’s call for openness and transparency in government, we wanted to develop a simple and elegant promise that would act as a foundation for the United States Mint to more clearly communicate the influence it has on us all.”

An accompanying visual identity enlivens the promise with the symbol of a coin flipping in the air to demonstrate the optimistic spirit of America and the inscription of “e pluribus Unum” as a reminder of the nation that brings us all together.

The first phase of the United States Mint’s brand rollout includes the simple and elegant design of packaging for the organization’s highest selling retail item—the Annual Sets. The new brand positioning and identity will be displayed on all the Annual Set packaging, beginning with the 2011 sets.

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Aug 12th, 2010 posted by Christine Anis

Brand loyalty vs. brand proximity

Mapmania is upon us.

From Google Earth and Google Latitude to the GPS tracking software available through Twitter and Foursquare, mapping software is hot tech, and increasingly relied upon by consumers in the Middle East.

Even I’ve taken advantage of the benefits of mapping software. Last night, I officially tried “Burger King” for the first time since it was 2.1 kilometers away from where I was on the highway, as opposed to my old time favorite “McDonald’s”, which unfortunately, came in second on my navigation screen by a 1.8 kilometers difference.

The world has gone map mad. Ever since Google released free, easy-to-use software tools for its smart on-screen maps of streets and satellite images, brands have set off an explosion of creative solutions in an ever growing race to reach consumers within footsteps of wherever they are.

As the Googles, Nokias, MapQuests, Apples and Garmins converge with social media platforms to build the necessary infrastructure, devices and apps to map our world in a user-friendly, interactive format, consumer-focused brands have a variety of tools available to connect consumers to the brand.

Consumers now also have the advantage of quickly accessing information on their favorite brands while on the go—from in-car navigation systems to the GPS applications installed in almost every new mobile phone in the market, the sky is the limit.

The scary thought is this—will consumers soon replace their “brand loyalty” with the concept of “brand proximity”?

Perhaps it’s no wonder brands are taking a closer look at social sharing sites like newcomer, Foursquare to expand their presence among consumers and further build connections to them. Even Facebook is jumping on board with a supposed geolocation “check-in” feature set to debut in the coming weeks, according to recent reports by CNET.

The fact remains, mapping technology continues to gain popularity and its effect on brand loyalty vs. brand proximity remains to be seen.

Christine Anis is a strategist for the Siegel+Gale Dubai office.

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Aug 11th, 2010 posted by Matt Siegel

When less is more

Last month Indian industrial designer, Saikat Biswas, released the Holga D—a low-cost concept for a digital camera—onto the Internet. The Holga D is a concept for a digital camera born from the popular medium format analogue cameras made in China. The new concept has generated a lot of buzz across the Internet since its release. None of that is unusual. Creative camera concepts with interesting, new technologies are popular topics on tech blogs and ground-breaking ideas will always garner attention.

Where things start getting unusual is when you start reading about the camera’s features. There are no manual aperture or shutter controls. The camera uses what is referred to as “last-generation” technologies to allow for greater “inaccuracies.” There isn’t even a display in the back of the camera to see what you’ve taken pictures of! Biswas proudly states, “The biggest ‘feature’ of the Holga D is lack of features!”

At first one might think this is simply another exercise in minimalist design—a concept to remain on the cutting room floor, with no real-world implications. But according to Biswas’ blog the camera concept has quickly become an internet sensation. The story was picked up by blogs and internet news sites like Minimalissimo, Engadget, signal vs. noise and Wired. The BBC ran a story on the concept as well. Saikat Biswas’ own site traffic shot up from a measly 50 visitors a day to over 12,000 daily!

There is clearly something to the concept that less is more. In this case, not everyone is (or wants to be) Ansel Adams with a camera. Many lack the patience to sit with a top-of-the-line camera—with its myriad features that require complex set ups and actions before you can even consider taking a picture! Nor does everyone necessarily have the knowledge required to work such a camera. For the casual photographer, sometimes all you really need is a lens, a shutter and an intriguing subject.

Doing one thing brilliantly will always trump doing several things shoddily. By imposing constraints on the features of his camera, Saikat Biswas created something that has captured the imagination of thousands of people across the internet. What are some other products or services that limit features to generate success?

Matt Siegel is a designer, interactive media for the Siegel+Gale New York office.

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