Simply Informed: News From Siegel+Gale

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Highlight of the Month

Revealing Consumer Preferences Through a Unique Lens

Siegel+Gale is proud to announce the launch of EyeOpener™, a proprietary research tool developed by Director of Research, Dr. Rolf Wulfsberg. The tool helps companies evaluate consumer behavior and predict customer choice by analyzing perceptions and drivers of brand preference.

EyeOpener™ simulations factor in every touch- and data-point to reveal the complex interaction of your brand with the marketplace. Utilizing a proprietary and proven set of prognostic algorithms to peer into the heart of consumer motivation, EyeOpener™ foresees the success rate of a brand's positioning. Organizations can test different positioning scenarios to simulate the likely impact of each and predict the return on brand

investment (ROBI), without the need to commit to costly implementation initiatives.

"At the end of the day," Dr. Wulfsberg said, "EyeOpener™ enables companies to take the winning positioning in a cost-conscious, cluttered field. ROBI has been a buzz word in our industry for years. EyeOpener™ finally delivers on the promise."

Used on more than 1,000 occasions in over 50 countries, with brands including Caterpillar, General Electric, and Enterprise Car Rental, EyeOpener™ has proven itself capable of taking the guesswork out of brand-decision making. It is simple, quick, efficient, and sure to be an essential tool in the next generation of research.

Events

Case Study

Complimentary Healthcare Webinar

Presented By siegel+gale, FLEISHMAN HILLARD

As the Internet changes, the way audiences find and interact with your brand changes as well. Healthcare marketers and communicators today need to evolve from telling their stories to engaging their audiences.

Join Siegel+Gale's Jason Cieslak and Emily Downward, of Fleishman-Hillard's Digital Healthcare practice to share insights, best practices, and trends for healthcare organizations

View Invite

For more information contact:

Jennifer Barth
VP, Business Development
Siegel+Gale
T 310 312 2213
jbarth@siegelgale.com

Branding the Future of Cable Television
tru2way

The future of television has arrived.

In 2007, Siegel+Gale was tasked with developing a brand positioning, name, and visual system for the OpenCable Platform (OCAP), a revolutionary technology that unleashes the power of two-way, interactive television. Developed by a multi-industry consortium of major cable operators including Comcast, Cox, Time Warner Cable, Cablevision, and Bright House Networks; electronics manufacturers Panasonic, Samsung, LG, and Microsoft; cable industry trade organizations CTAM and NCTA; and CableLabs®, OCAP delivers an interactive viewing experience that all but eliminates installation hassles and the need for equipment such as the set-top box, wires and remotes.

In conducting a thorough analysis of the current environment, organizational, and consumer perspectives, Siegel+Gale learned that the brand opportunity centered around enhancing choice, process, and the interactive experience facing consumers. Out of this clutter came the brand promise: OCAP's ability to streamline how you choose, use, and enjoy your TV.

To reinforce this promise, OCAP needed a new name and visual look and feel that captured both the short-term needs and long-term vision of the technology. Siegel+Gale conducted testing around different name and design options, deciding on tru2way™ matched with a fluid, modern logo whose integrated arrows and name give it a streamlined, directional feel. As a stand-alone trademark and technology symbol, the tru2way™ logo signifies the purity of the interactive experience.

Formally announced in January at the Consumer Electronics Show by Comcast CEO Brian Roberts, the tru2way™ technology will be integrated into digital television, hitting the retail shelf in time for the 2008 holiday season. Impressed by the positive marketplace reception to the tru2way brand, CableLabs President and CEO Dr. Richard Green exclaimed, "tru2way™ appears to have really nailed it for cable's interactive video future."

A future that looks very bright indeed.

Dialogue

Clarity: The Overlooked Opportunity for Presidential Hopefuls
Irene Etzkorn, Simplification Practice Advisor

Despite the fact that each of the presidential candidates is desperately seeking a point of distinction, they are all missing one relevant and appealing promise: making the government truly more accessible to its citizens. A call for clarity is a powerful message that would resonate with voters.

It is particularly interesting that Obama, who has made 'change' the refrain of his campaign, and McCain, who travels on the

Straight Talk Express, have both overlooked this rallying point. As citizens, over our lifetimes, we must interact with certain government agencies, notably the Internal Revenue Service and the Social Security Administration. We often need to interact with others, such as Medicare, Medicaid, or even FEMA. These interactions frequently occur at times of stress, anxiety, or infirmity, and are confusing and frustrating beyond belief. New York Congressman Steve Israel summed it up when he said, "Seniors believe they need a

Nobel Prize in mathematics to understand this program," when describing the complexity of the Medicare Part D Prescription Drug Plan. Clarity, transparency, and relevance are critical to engaging the hearts of the voters. Too often, citizens believe that federal agencies are hiding behind jargon, vicious cycles of paperwork, and complicated procedures. This undermines citizens' faith in government and sets up an unproductive "me versus them" attitude.

+ continue

Mindy Sabella
Director of Marketing
437 Madison Avenue
New York, NY 10022
T 212 817 6649
F 212 817 6680
msabella@siegelgale.com

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