Learn from our thought leaders. Siegel+Gale's experts deliver fresh insights for today's global brands on the topics of brand strategy, design, customer experience and plain language.

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April 17, 2012

Recognizing the role of experience

I attended the Next Generation Customer Experience conference in Las Vegas last month. Below are some of my top-line thoughts. Paul Hagen, an analyst at Forrester, feels experience is even more critical for brands as products become service-based platforms—envision how a car has become a device for transportation, a multi-media center, a connected device—and social media has given customers tremendous power over brands.

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April 16, 2012

‘Verbing’ up: Getting that brand high

Is allowing your brand to “verb-up” a good thing in the long run? Or is it more like shooting heroin—a short-term high in trade for a crash later? Heroin. Hard to imagine it was once a brand name. But it was—just like Aspirin, Escalator and Xerox. It was a brand name, among many, that suffered the fate of “genericide”—the buzzword that describes what happens when a brand name becomes generic.

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April 13, 2012

Doing good by being simple

This week, I had the opportunity to hear former President Bill Clinton speak at the China-US Business Leaders Roundtable in New York City about the organization he created, The Clinton Foundation. During his talk, he dazzled the audience with his encyclopedic knowledge of global trends and told some amusing and poignant stories from his time in office.

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April 12, 2012

Branding inconvenience

It was 10:30 at night. I had just sat down with my burger and fries from Shake Shack in Madison Square Park when I had the sudden sneaking suspicion that something was missing. But it wasn’t the napkins, the condiments or my appetite. My sense of emptiness stemmed from the ease of obtaining my meal.

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April 10, 2012

How do you do? Brands are people, too

To better understand how brands work and what a name contributes to a brand, you can think of brands as human beings. It’s fair to say that our interactions with brands are remarkably similar to our interactions with people. Take first impressions, for example. When you extend your hand and greet someone for the first time, you can’t help but notice the person’s facial features, body language and fashion choices.

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