SMPL Q&A is a blog feature in which we interview experts on all things relevant to branding, design and simplicity. In this Q&A we speak with Joseph Pack, strategy analyst, about brand experience and the evolving role of augmented reality.
In a world where data has become a common denominator across business units, marketers have a new assignment: demonstrate the value of your brand and show your work. Finding the value of a brand is complicated but we have a methodology that makes it simple.
Merging brands is a process that requires changing the point of view and inviting customers into a new initiative. It is important for the process of a merger or acquisition to be done sensibly and methodically, while utilising the company’s marketing and brand management capabilities. Liana Dinghile, executive strategy and development director at Siegel+Gale, talks about success, challenges and communications within an M&A framework.
Behind every brand delivering simpler experiences for customers is a leader who recognizes the inherent value in keeping things simple. Here I interview leaders, often CMOs or CEOs, that we deem simplifiers. In this Simplifiers interview I speak with Diana O’Brien, CMO at Deloitte.
Mergers, acquisitions and spin-offs challenge even the most reputable and profitable companies. According to KPMG research, almost 70 percent of such deals actually reduce shareholder worth or have no impact—even after companies have spent significant time and resources on finances, operations and logistics. Meanwhile, in the pressure-cooker process of getting a deal done, the impact on the surviving brand is often put on the back burner—or neglected completely.
Brands of today need to group their efforts on delivering the best ‘return on creativity’ to fuel their performance. It’s impossible for a brand to rise above the noise without creative strategies to help them shine. The current renaissance of technology has created huge challenges for brands, but they have also created a playground for creativity. In a Middle East-first, the berries interviewed Howard Belk, to discuss his thoughts on the current state of global creativity and how can brands leverage it.
The rationale behind most high-profile acquisitions is usually evident – to bolster technological capabilities, integrate vertically or expand into new categories, among them. How do these acquisitions fit into a company’s existing brand architecture? Perry Lowder explores this relationship.
In this episode of Brand Matters, Daniel K. Golden, Group Director of Strategy in New York, discusses how brands can be used as a leverage to drive innovation and business transformation, while also dispelling some common myths.
Mergers and acquisitions done right can offer companies tremendous opportunities for growth. They can also be a complicated, messy time for brands. Building an effective, merged business is a high-risk act of undoing existing assumptions—for employees, for customers, for investors, and others. In this time of flux, brand equity must be managed strategically, clearly and consistently.
In this episode of Brand Matters, Rana Brightman, director of strategy in London, discusses how to maintain a position of leadership in a world that’s increasingly complex, volatile and uncertain, while elaborating on the value of brand purpose.
SMPL Q&A is a blog feature in which we interview experts on all things relevant to branding, design and simplicity. In this Q&A, we speak with David Srere, Co-CEO and Chief Strategy Officer at Siegel+Gale, on what entrepreneurs should know about brand. To all those scrappy entrepreneurs out there—here are some pointers.