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.
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.
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.
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 Aaron Hall, director of naming, about our naming engagement with nonprofit agency Russ Reid & Grizzard.
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.
A recent study shows that organizations who invest in simplifying their workplace benefit from greater trust, advocacy, innovation and retention among employees. Despite this, 30 percent of employees find their workplace complex and difficult to navigate.
Behind every brand delivering simpler experiences for customers is a leader who recognizes the inherent value in keeping things simple. Here I interview marketing leaders and founders of brands that have performed well in the Global Brand Simplicity Index and/or that we deem as simplifiers based on a review of the brand. In this Simplifiers interview, I speak with Geof Rochester, Managing Director of The Nature Conservancy.
BRAND BUILDING is a blog feature in which our experts present an in-depth POV on topics ranging from branding to design to experience, all through the lens of simplicity. Here Ben Osborne, head of insights for Siegel+Gale EMEA, discusses the art of turning marketing-speak into a financial language that proves its value and resonates with the board.
What you say and how you say it is a critical part of brand experience. It helps set the tone, express what your brand stands for and highlight how your audience can connect with your brand. The right story can inspire a purchase, belief or action—most importantly, it can inspire loyalty.
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 brand strategist Chelsea Zou about what Western brands should consider when naming for the Chinese market.
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 Anna Gaissert, associate strategist, about millennial talent and what employers can do to stay ahead.