Our LocationsLearn 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.
Driving Millennial Motivation: Purpose is Essential
Companies locked in a competitive war for top talent are finding Millennials reluctant recruits. Undoubtedly, some battles are still won with salaries and benefits. However, the industry’s overall strategy must begin with an appeal to the hearts and minds of all current and prospective employees with a clear and compelling declaration of Purpose.
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2011 Global Brand Simplicity Index: United States
Siegel+Gale's Global Brand Simplicity Index: United States charts the across-the-board demand for simplicity in an increasingly complex world and reveals which brands are boosting profits in response to this call. Read the report now.
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Getting Lost in Translation
Sometimes a simple word can make all the difference. Consider a recent project to develop a brand strategy platform. My task: to test a series of positioning statements across the globe. Our client: one of the world’s largest technology companies. The claims: close customer collaboration, the ability to deliver seamless solutions and the belief that people can do amazing things. The result? Customers in France had an immediate and visceral reaction to the phrase “natural collaborators,” which conjured images of Vichy France.
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The New Law of Attraction for Working Millennials: Purpose Required
Energy companies locked in a competitive war for top talent are finding Millennials reluctant recruits. While some battles are still won with salaries and benefits, the industry’s overall strategy must begin with an appeal to the hearts and minds of current and prospective employees across age groups with a clear and compelling declaration of Purpose.
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Going Global: The Unique Demands of Global Qualitative Research
As brands expand into international markets, the need for global qualitative research has become more pronounced. But providing clients with fresh perspectives and consumer insights means taking into account a wide range of distinctive cultural sensitivities. Understanding the nuances of a country's norms, customs, culture and language is essential when interacting and trying to make a genuine connection with consumers to capture what is relevant and useful for our clients' brands and businesses. Below are a few of my "golden rules" that help us uncover what is important to consumers across the globe.
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Names or Numbers?
Many marketers avoid brand or sub-brand names composed of number-letter combinations or, to use the buzzword, the alphanumeric. Most marketers prefer to assign meaning to products by using names instead of numbers. The argument is that number- letter combinations hold little meaning, aren’t memorable and don’t engage consumers emotionally. A BlackBerry 8100 won't inspire consumers the way a BlackBerry Pearl or Curve does. True, sometimes, but not always.
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2010 Global Brand Simplicity Index: United States
Siegel+Gale's 2010 Global Brand Simplicity Index: United States provides an in-depth analysis of what simplicity means to consumers in today's marketplace and how this translates into real opportunities for brands. Read the report now.
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Simple Complexity
Are you a technophobe? If so, contrary to what you might assume, emerging technologies might actually work in your favor! Why? While technological innovation continues at an exponential rate, human brain development remains steady in comparison.
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A New Dawn: The Sun Rises in the East
There are exciting times afoot for the world of brands. Whether you are a global brand with an existing presence in Eastern marketplaces, a dynamic, growing brand that is looking to globalise in the near future or a small Eastern manufacturer looking to build a brand—this white paper is a wake-up call—a nudge to acknowledge the emergence of a new landscape for brands in the East.
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A Point of View on Logo + Identity Evaluation
Evaluating the creative output of a corporate identity project can be an arduous process, where personal taste is hard to isolate from other influencing factors. While research is not an all-in-one solution, if undertaken properly, it can provide valuable direction and contextualize internal opinions and decisions.
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New York, NY 10011 USA
10960 Wilshire Boulevard, Suite 400
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Asia
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Hongkou District, Shanghai 200080, China
6/F, Tower B, Jiaming Center
No. 27 Dongsanhuan Beilu
Chaoyang District, Beijing 100020, China