The pace of innovation, with its ceaseless introduction of new products, services, channels and markets, has radically altered how we approach design. Visual identity development was once thorough, deliberate and based on the premise that a brand’s identity should be enduring. However, the social media imperative—to interact with customers in real time—and declining marketing budgets have shortened timelines and required that once-sequential work streams run in parallel. Both the way we execute on design engagements and how we conceive the role design plays in telling brands’ stories are in various stages of revision. Let’s look at five ways design needs to deliver in 2018 to create successful brand identity.
Whatever void you hope to fill with a new product or service, you need a name. Otherwise there’s no way to pitch it, fund it, hype it, or even write home about it. Sure, you can put it off for a while and find some filler: Tom’s Thing or Project Pogo or Idea 7 or Disruption Opportunity or ‘Music App’. After all, before Yahoo, there was Jerry and David’s Guide to the World Wide Web. Before Google there was Backrub.
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 Will Dean, Founder and CEO at Tough Mudder.
Lloyd Blander is an expert at creating strategic designs and using them as effective marketing machines. Now a creative director at Siegel+Gale, he has worked with top clients such as American Express, Facebook and Microsoft, and lead campaigns of all sizes. He sat down with DesignRush to share where he finds his inspiration, how he motivates his team, and what businesses can do to ensure a successful partnership with a design or marketing company.
In this episode of Brand Matters, Ben Osborne, director of insights, EMEA, in London, discusses how brand owners can make the intangible tangible by focusing on brand contribution.
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 Joseph Pack, strategy analyst, about brand experience and the evolving role of augmented reality.
In a world where data has become a common denominator across business units, marketers have a new assignment: demonstrate the value of your brand and show your work. Finding the value of a brand is complicated but we have a methodology that makes it simple.
Merging brands is a process that requires changing the point of view and inviting customers into a new initiative. It is important for the process of a merger or acquisition to be done sensibly and methodically, while utilising the company’s marketing and brand management capabilities. Liana Dinghile, executive strategy and development director at Siegel+Gale, talks about success, challenges and communications within an M&A framework.
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.