Simply Informed, May 2010: A point of view on logo + identity evaluation, The trademark conundrum, Q+A on consumer branding, and Unlocking the KeyBank brand
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Research Insights. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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Ideas. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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Q+A. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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Q+A with Siegel+Gale on consumer branding
With Karen Schnelwar, Senior Strategist
Q: What is your favorite consumer brand, and why?
My very favorite brand, personally and professionally, is Kate Spade. In less than twenty years, it has gone from a small collection of simple handbags to a lifestyle empire. The brand has flourished in a very interesting, thoughtful way, crafting an ownable and distinct voice: lovely, quirky, interesting, whimsical and witty (my words, not theirs). Kate Spade has grown a lot, but stayed small enough to feel special and authentic. An engaging online component solicits ideas, shares inspiration and builds community. Even after the Spades left the business, and even after behemoth Liz Claiborne took over, a well-defined strategic core kept Kate Spade on focus and strengthened the brand. In recent years, Kate Spade introduced a clothing line and re-imagined the retail experience, which has raised the bar for retail overall. I also have tremendous respect for the integrity of the Spanish shoe brand Camper, the simplicity of the personal care brand Fresh (part of the LVMH portfolio), the hyperbole of Lilly Pulitzer and the quintessential California of Joie de Vivre hospitality group. On the flipside, Gap's downhill slide over the last decade breaks my heart.
Q: How can brands use the value of simplicity to build a stronger brand?
A simple, powerful idea is at the core of every strong brand. And the most powerful ideas are usually based on clear, potent insights. In the branding and marketing industry there is this tendency to throw in the kitchen sink—too many presentations, too many slides, too many tools, too many attributes, too many promises. But more is just more, and never helpful. I think the key is beginning with careful investigation and active listening—often-times consumer truths will shine through like a beacon. And from this solid foundation, we elevate these ideas and craft simple, elegant and fresh strategies, visual expressions, and experiences. It's worth noting that while simple is powerful, it certainly isn’t easy to achieve.
Read the full Q+A now |
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Case Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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Unlocking the KeyBank brand
Still in a heightened state of transition, the banking landscape continues to change, consolidate and contract. A by-product of this upheaval has been an erosion of trust and confidence in banks as financial institutions struggle to communicate their value to customers. Amidst this tumult and its own internal restructuring, KeyBank solicited Siegel+Gale to reevaluate its brand and establish a foundation for future growth.
Read the case study now |
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| Branding Today. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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Recent industry news
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