Jeff Lapatine

Strategy Director, Brand development, based in New York

Trained as a lawyer and an early proponent of simplification, Jeff began his career developing plain-English documents for companies like Citibank, MassMutual and Dreyfus. But by joining Siegel+Gale in 1976—drawn by what he calls “an exciting blend of writing and design, and creative, interesting people”—Jeff was able to help hundreds of companies clarify their offerings, rather than just a handful.

Over the years, Jeff has been involved in nearly all our practice areas—from strategy and positioning to messaging, corporate identity, simplification and marketing communications. Through it all, he’s led Siegel+Gale’s naming and brand architecture projects for hundreds of new services and products. The current tally of names he’s created numbers in the thousands—and he’s still going strong. In recognition of his extraordinary record and long tenure at the firm, Jeff was named a partner when Siegel+Gale became a private entity in the 1990s.

His client roster includes Comcast, Verizon Wireless, American Express, Kodak, Samsung, GE Real Estate, Stryker, Caterpillar, AT&T, Motorola, Disney, Siemens, Nortel, National Semiconductor, Sprint, Procter & Gamble, FirstUSA, NYCE, PRIMEDIA, Novartis, USX, Anthem Health, Alliant Techsystems, Chemtura (formerly Crompton Chemicals), Accellent (UTI), Aptium (Salick Health) and Agility (Geologistics). Brand architecture initiatives Jeff has led include creating systems for Morgan Stanley, UnitedHealth Group, 3Com, Medtronic, Ernst & Young, J&J
Cordis, Vanguard and Dow.

Jeff is also a frequent speaker on the topics of naming, trademarks and simplifying business communications. He’s lectured at Fordham University, Pace Law School, the Conference Board’s Corporate Image Conference, and the ICM Telecommunications conference. He’s written many articles for publications including the ABA Banking Journal and National Underwriter. Although he has no intention of hanging out a shingle, he is still a practicing member of the New York State Bar Association.

In his spare time, Jeff enjoys spending time with his family, keeping current on the world of indie rock, and—especially—peeling paint off the walls of his Long Island home with his ’60s Les Paul Standard (in “Desert Burst” finish).


November 24th, 2014

Brand Matters: What are the different types of brand architecture?

This week on Brand Matters, we sit down with Jeff Lapatine, Strategy Director, Brand Development and ask him what the different kinds of brand architecture are and how...

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White papers

July 23rd, 2008

The Power of Power Company Names

Leaving my house this morning, I spotted a truck pulling out from the local power company facility. The truck read National Grid.


I thought, wow, National Grid is a powerful name. It sounds like this is the company that controls the national power grid...the company that pulls the switch and turns the lights on for the whole nation. Of course it doesn't, but the name sort of captures this image.


So how do you come by a name like this?

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Siegel+Gale's Brand development services

World-class brands don't happen by chance; they're built with purpose. Done right, strategy is creative and creative is strategic. We develop and implement brands that are elegantly simple and unexpectedly fresh.

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