Read the latest news and trends affecting global brands. Siegel+Gale's monthly newsletter contains insights and perspectives on the keys to building elegantly simple, surprisingly fresh brand strategies, stories and experiences.

February 2014

Rotary and Shatterproof receive “2014 Rebrand 100″ distinction, three habits that can make you a master connector, what Millennial dating habits can teach brands

In his recent New Yorker article "Twilight of the brands," James Surowiecki proclaimed that because brands have been weakened by the Internet's influence, the heyday of branding is over. Our global director of strategy and insights, Russ Meyer crafted a rebuttal to this article. Here are his responses to the pillars of Surowiecki’s argument.

January 2014

Simply Informed, January 2014: Which brands will triumph in 2014, Apple’s China weakness, A name change for DOW Chemical and 10 surprising innovations that make life simpler

Every year, I am asked for the biggest surprise in the Global Brand Simplicity Index findings. In 2013, this was not a hard question: Apple, which had only risen as a simple brand in the past 3 years, had taken a steep dive. The reason behind this dive was itself simple: Chinese consumers saw Apple as significantly less simple in 2013.

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December 2013

Simply Informed, December 2013: The 2013 Global Brand Simplicity Index demonstrates how #SimplicityPays, 6 steps to redefining your brand in 2014, and a holiday greeting

What is fact-based branding, you ask? Fact-based branding is defined as "the use of rigorous quantitative measurement and forecasting techniques to make better branding decisions." Your brand is one of the most valuable assets you have, and it deserves to be afforded the same level of due diligence as that given to other assets.

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June 2013

A critique of pure reason (Part 3)

Picking up from my last post…to uncover the creative and strategic assets of a brand name candidate via research, the researcher is best served by approximating some form of reality within the study in order to enhance its validity. This method is often called ecological validity.

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May 2013

Which mad man got simple right?

Did you catch the recent episode of Mad Men, where Don and Peggy make separate pitches for the Heinz ketchup account?

To recap, Don’s presentation boards consisted of close-ups of “ketchup-worthy” foods such as burger and fries with the headline “Pass the Heinz.” His logic: it’s more compelling not to explicitly say “ketchup” and not to tout that it’s the best ketchup…this can be inferred from the images.

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April 2013

Cutting through clutter to reach consumers

I’m always on the hunt for simplicity—a rare and valuable commodity because of its scarcity—so it caught my attention when T-Mobile recently announced its “Simple Choice” wireless pricing plan. My interest in the topic is hardly surprising—like many consumers, I have a smartphone and an iPad. I also just spent two years researching and writing a book entitled Simple: Conquering the Crisis of Complexity.

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March 2013

A critique of pure reason

Great brand names are tiny poems. They are elegantly simple expressions of truth. They express something poetically true about a company, product or service. They engage you abstractly and emotionally. Many are only one word long. There’s nothing more simple and beautiful than a one-word poem.

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February 2013

Corporate name changes are big news

One thing guaranteed to get press is a major corporate name change. Rarely do mainstream media, like the New York Times or Wall Street Journal, give a new corporate strategy platform or visual identity a headline—unless it provokes a disaster feeding-frenzy akin to the Gap debacle. But for some reason, big corporate name changes are almost always headline news.

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January 2013

Why is CMO turnover so high?

The average tenure of a chief marketing officer (CMO) is alarmingly short—just 42 months as of 2011. And to think, that’s up from 23 months in 2006. This seems like an incredibly high turnover rate for such an important position in the corporate hierarchy.

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December 2012

Crossing the divide: How Chinese companies adapt brand names for the global stage

The world is becoming one stage, and brands wanting to play on a global level are finding ways to position themselves better for international audiences. For many of these companies, it starts with adapting their names. A name can play a critical role in conveying who or what a brand is, and it’s important to get it right.

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