Siegel+Gale’s research, developed in conjunction with SAP and Shift Thinking, and published in Harvard Business Review, suggests that digital brands operate and think differently from traditional brands. To explore this difference in mindset, this survey of 5,000 U.S. consumers asked them about 50 brands, both traditional and digital.
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 Leesa Wytock, senior director of experience, about our engagement with HMH.
When companies approach branding firms like Siegel+Gale for guidance on merging two corporate or product brands, the request is typically for us to develop a name, logo, endorsement strategy and story for the new merged entity. In many cases, however, it’s not the right move to simply create and launch a new brand identity overnight. Merging brands is a process. It’s about transitioning equity, shifting perceptions and migrating customers.
Mergers and acquisitions are big business. With a record 3.2 trillion in M&A expected in 2018*, it’s not surprising that companies devote most of their attention and resources to the financial, operational and logistical components of a merger or acquisition. Focusing on the implications of how the merger or acquisition will affect the brand is less tangible, and therefore often put on the back burner or just plain neglected. Ultimately, that can be a costly mistake.
At a time when consumers expect the brands they buy to simultaneously represent what they believe in and deliver on their brand promise, how will you demonstrate your solidarity?
Startup founders and their companies don’t always stay a packaged deal. But when brand trust is diminishing, and the founder’s fingers are pried from the steering wheel, how can it recover? Without the visionary behind the brand, will Uber’s ability to innovate stall? Will Uber still be Uber? When a brand is at such a crossroads, what it comes down to is capable leadership.
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 strategy analyst Sofia Cokis about how financial services companies are reimagining their customer experience.
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 senior strategy director Lisa Kane and strategist Jenna Isken about the ever-changing role that social media plays in customer experience.
The discipline of branding is undergoing radical change as companies realize that customer experience—rather than clever words and artfully designed logos—drives trust, loyalty and retention. Co-CEO and chief strategy officer David Srere discusses the integral role simplicity plays in exceptional customer experience design.
What is it about artists, products, people or businesses that means they remain current, relevant and necessary when others fall by the proverbial wayside? Philip Davies, president of EMEA at Siegel+Gale, explores the key to brands staying evergreen.
In this SMPL Q&A we speak with Nancy Hansell, strategy director, and Austyn Stevens, creative director, about our engagement with GroundTruth (formerly xAd), a global location technology company that drives results with real data.