Some of our latest thinking
For CMOs, navigating a corporate spin-off involves more than just preserving brand equity. It also entails creating entirely new brand ecosystems.
Howard Belk
M&A / Spin-off
Navigating brand management in the current era of corporate spin-offs
For CMOs, navigating a corporate spin-off involves more than just preserving brand equity. It also entails creating entirely new brand ecosystems.
Howard Belk
More ideas
Simple is smart“Iconic logos endure because they can condense a brand’s story into a form so simple and memorable that they become part of the culture itself. We started with the NBA—and we’re still working with icons today."
Siegel+Gale
June 2026
News
The NBA celebrates eighty years. How did its iconic logo generate billions of dollars?
“Iconic logos endure because they can condense a brand’s story into a form so simple and memorable that they become part of the culture itself. We started with the NBA—and we’re still working with icons today."
Siegel+Gale
June 2026
This quadrennial tournament comprises an expanded field of 48 teams as well as half a dozen pharma companies and provider organizations offering support, too.
Siegel+Gale
June 2026
News
Health brands you’ll see during the 2026 FIFA World Cup
This quadrennial tournament comprises an expanded field of 48 teams as well as half a dozen pharma companies and provider organizations offering support, too.
Siegel+Gale
June 2026
Bristol Myers Squibb “Won’t Lose,” the pharma giant declares as it marks the coming of the FIFA World Cup with its largest corporate image campaign in six years.
Siegel+Gale
June 2026
News
In FIFA-tied corporate campaign, Bristol Myers Squibb ‘Won’t Lose’
Bristol Myers Squibb “Won’t Lose,” the pharma giant declares as it marks the coming of the FIFA World Cup with its largest corporate image campaign in six years.
Siegel+Gale
June 2026
Every campaign has a star. Sometimes you know who it is from the beginning. Sometimes they show up wearing purple glasses, a lab coat, and enough enthusiasm to fill a stadium.
Siegel+Gale
June 2026
Insights
Meet Squibby: The official hype machine for bold science
Every campaign has a star. Sometimes you know who it is from the beginning. Sometimes they show up wearing purple glasses, a lab coat, and enough enthusiasm to fill a stadium.
Siegel+Gale
June 2026
Bristol Myers Squibb is warming up for the FIFA World Cup 2026 with a new media campaign, launching its “Won’t Lose” ad ahead of the soccer community arriving in the U.S. for this summer’s tournament.
Siegel+Gale
May 2026
News
Bristol Myers Squibb ties science to soccer in World Cup campaign voiced by Ali Krieger
Bristol Myers Squibb is warming up for the FIFA World Cup 2026 with a new media campaign, launching its “Won’t Lose” ad ahead of the soccer community arriving in the U.S. for this summer’s tournament.
Siegel+Gale
May 2026
As artificial intelligence reshapes the design world, one question keeps coming up: Can machines replace creatives?
Mei Wing Chan
May 2026
AI
Craft in the age of AI
As artificial intelligence reshapes the design world, one question keeps coming up: Can machines replace creatives?
Mei Wing Chan
May 2026
The Definitive Brander's Guide to M&A covers the five dimensions of brand that shape deal outcomes, a full KPI framework across every stakeholder audience and lessons from landmark transactions.
Siegel+Gale
May 2026
Insights
The definitive brander’s guide to M&A
The Definitive Brander's Guide to M&A covers the five dimensions of brand that shape deal outcomes, a full KPI framework across every stakeholder audience and lessons from landmark transactions.
Siegel+Gale
May 2026
We sat down with Marc and Ben to explore where the practice stands today, the dangers of overconfidence in AI outputs and why nothing beats actually talking to your customers.
Marc Desmond + Ben Osborne
April 2026
Insights
The future of research is built on hybrid intelligence
We sat down with Marc and Ben to explore where the practice stands today, the dangers of overconfidence in AI outputs and why nothing beats actually talking to your customers.
Marc Desmond + Ben Osborne
April 2026
With the release of "Jerry West: The Logo," we find ourselves reflecting on one of Siegel+Gale's most enduring pieces of work.
Siegel+Gale
April 2026
Insights
Slam dunk: The logo that defined a league
With the release of "Jerry West: The Logo," we find ourselves reflecting on one of Siegel+Gale's most enduring pieces of work.
Siegel+Gale
April 2026
Sit in any brand strategy session right now, and you’ll hear a version of the same conversation: AI can help us do more with less, but it’s a threat to … Continued
Katie Conway
April 2026
AI
AI won’t save your brand. Clarity will.
Sit in any brand strategy session right now, and you’ll hear a version of the same conversation: AI can help us do more with less, but it’s a threat to … Continued
Katie Conway
April 2026