NEW YORK, FEBRUARY 7, 2008 - Siegel+Gale, one of the world’s premier strategic branding companies, launched its Eyeopener™ Brand Decision Analyzer research tool at THE Conference on Marketing in Naples, Florida, this week.

"In theory, calculating the return on brand investment is a very straightforward exercise, but in practice, not one of the many tools available to marketers today helps them evaluate consumer behavior, reliably predict customer choice, and make valuable, real-time brand decisions," said Alan Siegel, Chairman and CEO of Siegel+Gale.

"Eyeopener™ is dramatically better than any of the other research methods out there," Mr. Siegel noted. "And it works in a quick, startlingly simple, cost-effective way."

Clients who have used Eyeopener™ echo this sentiment. Rich Carvill, Corporate Brand Manager at Gates Corporation, a leading North American manufacturer of automotive and industrial systems, said, "The customer insights we revealed with the Eyeopener™ research program will be invaluable to our brand strategy initiative. The process is not as time-consuming as other methods out there and the results are accurate."

Dr. Rolf Wulfsberg, Director of Research at Siegel+Gale and a long-standing innovator in the field of survey research, designed Eyeopener™ to "help clients understand their customers on a deeper level than is possible with the brand research methods that are currently available.

"Instead of relying solely on consumer interviews and perceptual ratings, Eyeopener™ analyzes the rational and emotional components of a consumer’s decision-making process with uncanny accuracy. Then it provides prescriptive direction that helps clients take quick action in order to maximize the power and effectiveness of their brand decisions."

Mr. Carvill endorsed the value of using Eyeopener™, noting that "our new brand positioning factors in those unconscious motives that drive brand choice…not just what customers told us. And Eyeopener™ enabled us to predict different scenarios prior to committing to costly marketing initiatives."

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

In addition to predicting ROI, clients will be able to use Eyeopener™ to:

• Model how customers and prospects make brand decisions
• Provide competitive brand scorecards (perceptions of client and competitor brands)
• Identify key drivers of brand preference
• Assess brand positioning and brand architecture options
• Simulate likely impact on a client’s business of changes in perception, in advance of implementation

"We developed this product because there was a real lack of clarity regarding not just what criteria consumers use to choose a brand, but also the environmental factors that affect their decisions," said Dr. Wulfsberg. "Eyeopener™ dissects the decision-making process and uncovers individual consumers’ internal ‘scorecards,’ to be sure the solutions to branding problems are both relevant and effective."

In closing, Mr. Siegel said that "Eyeopener™ is the next generation of research to help clients make actionable, real-time brand decisions and accurately predict the return on their brand investments. It’s quick, it’s easy to understand, and it’s cost effective – just what every brand manager is looking for in today’s environment."

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About Siegel+Gale

Siegel+Gale is a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. With Simple is Smart as its operating philosophy, Siegel+Gale delivers powerful services in brand development, identity design, simplification, research and analytics, and digital strategy.

Since its founding by branding pioneer Alan Siegel in 1969, Siegel+Gale has helped drive business results for brands such as Aetna, American Express, Bank of America, China Youth Development Foundation, Dell, Dow Chemical Company, The Four Seasons Hotels and Resorts, The Internal Revenue Service, The King Abdullah University of Science and Technology, Microsoft, Motorola, Pfizer, SAP, Sony PlayStation, Yahoo! and the YMCA.

Siegel+Gale has offices in New York, Los Angeles, San Francisco, London, Hamburg, Dubai, Shanghai and Beijing and strategic partnerships around the world as a member of the Omnicom Group of companies.

For more information please contact Gail Nelson at 212.453.0400 or gnelson@siegelgale.com.

Eyeopener™ is a trademark of Siegel+Gale.