Ask people what simplicity means to them, and the answers tend to be conceptual. "Honest." "Clear." "Essential." Those are terrific descriptions, and they are the values at the heart of what we do at Siegel+Gale. But Nikolas's take on simplicity embodies the unexpected perspective that distinguishes the work we do. "It means making progress," he says, adding that "simplicity is the enemy of stagnation." That antipathy toward stagnation energizes Nikolas and his team as they search for fresh ways to create powerful brand recognition and consumer loyalty.
Nikolas brings more than 20 years of strategic branding and naming experience to Siegel+Gale’s worldwide clients. Before joining us, Nikolas held a senior position at Lexicon Branding, where he managed global brand naming programs for Microsoft, Intel, Nokia, VH1 and Toyota. He was also instrumental in the implementation of Lexicon's proprietary naming research tools with brands like Intel, AOL and Coca-Cola, and worked on projects for Openwave, Palm Source, RelayHealth and Offroad Capital.
Previously Nikolas worked with such clients as Turner Broadcasting, Charles Schwab, Juniper Banks, Gap and The Venetian Hotel and Casino in Las Vegas. He spent his early years developing and implementing marquee branding and design programs for Hugo Boss, Bell Helmets, Disney Consumer Products, Columbia TriStar and Nestlé.
Nikolas holds a bachelor's degree in English from the University of California Los Angeles.
A brand name is the most powerful piece of messaging. It’s also one of the most ubiquitous components of any branding program. Pursuing a name is an involved process that can be time-consuming and expensive—involving trademark clearance, language and linguistic analysis, registration of domain names and corresponding activities, such as positioning and visual identity. And the marketplace is crowded, making it hard to find a name that is both unique and compelling.
Every year, the Marketing Research Association (MRA) holds its annual conference, bringing together more than 700 survey and opinion researchers to provoke new ideas and shape the future of the industry. Siegel+Gale's Global Director of Research Insights Lisa Bertelsen and Global Director of Naming Nik Contis will co-present the session "What’s In a Name? Unlocking powerful brand names through market research" in the Research Leadership track on June 5. The session will look at naming from the perspective of a market researcher and seasoned "namer," offering guidance on name evaluation and research design.