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Which brands will triumph in 2014

Though the definition is often hotly debated, most can agree that brand experience means ensuring you walk the talk. It’s that moment of truth when a customer has the right experience with your brand in the right channel, at the right time. It’s when the brand delivers on its promise. Here are six behaviors that will characterize winning brands in 2014.


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2014: The Era of Modern Chinese Brand Experience

Much has been made of Chinese companies “going global.” Yet as we look around, we find that few have truly established themselves on the global stage. Some have gained early traction in developing markets, often as value brands. Others have taken bolder steps and made high profile acquisitions of established businesses. However, for every Lenovo or Huawei success story, there are countless Chinese companies that have pursued growth opportunities overseas with little success. Few have been able to overcome the stigma surrounding “Made in China.” The reality is that after years of hype surrounding Chinese companies going global, the world is still awaiting brands from China that can be held as high esteem as their global counterparts.


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What’s in a Name?

The brand name is the most ubiquitous and visible element in a brand strategy, so it is important to get it right. Nikolas Contis of Siegel+Gale San Francisco outlines some best practice in brand naming


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Create a Different Experience

Classic luxury brands, from Rolex to Chanel, are embracing new platforms and developing creative solutions so their brand’s history, values and aesthetic reach new consumers


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Six classic steps to redefining your brand in 2014

If you are determined to redefine your organization’s brand in 2014, here are the top six steps that can help you achieve a better brand initiative. Trends come and go, but these simple steps will stand the test of time.


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Six Steps to a Winning 2013 Branding Initiative

Ask 100 marketing professionals to define “branding” and rest assured you’ll get 101 different answers. Some believe brand is reputation, others define it as what people think of when they see your logo and still others see it as an expression of the values you share with customers. These aren’t wrong, they’re just too narrow, and all of them represent an external-only view.


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Building Concrete Relationships with Homebuyers

Buying a home is arguably the most emotional purchase one can make—and that’s especially for the first-time buyer. These “property virgins” account for almost 35% of homebuyers, who are slowly driving the demand for inventory.


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