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 smartThis article originally appeared in Vogue. From Hollywood to the Disney Channel and Coca-Cola to Levi’s, for much of the 20th century, America was the nucleus of pop culture. Its … Continued
Siegel+Gale
July 2026
News
Does America have a branding problem?
This article originally appeared in Vogue. From Hollywood to the Disney Channel and Coca-Cola to Levi’s, for much of the 20th century, America was the nucleus of pop culture. Its … Continued
Siegel+Gale
July 2026
Insights
The CMO’s real budget crisis
Budget season has become a predictable ritual. Marketing leaders present their plans. Finance pushes back. CMOs fight to protect their numbers, make the cuts they have to make, and figure out how to do more with less. It’s an exhausting cycle that gets a lot of attention.
Katie Conway
July 2026
Insights
The CMO’s real budget crisis
Budget season has become a predictable ritual. Marketing leaders present their plans. Finance pushes back. CMOs fight to protect their numbers, make the cuts they have to make, and figure out how to do more with less. It’s an exhausting cycle that gets a lot of attention.
Katie Conway
July 2026
Too often, simplicity is interpreted as visual reduction: flatter logos, stripped-back systems and minimalist design language. Our Associate Creative Director, James Snook, is here to shed some light on this common misconception.
James Snook
July 2026
Insights
Stop confusing minimalism with simplicity
Too often, simplicity is interpreted as visual reduction: flatter logos, stripped-back systems and minimalist design language. Our Associate Creative Director, James Snook, is here to shed some light on this common misconception.
James Snook
July 2026
Insights
Timelessness vs. timeliness
Every brand faces the same question: build for right now, or build for always? For Creative Director Simrit Brar, it's rarely one or the other.
Simrit Brar
July 2026
Insights
Timelessness vs. timeliness
Every brand faces the same question: build for right now, or build for always? For Creative Director Simrit Brar, it's rarely one or the other.
Simrit Brar
July 2026
In a world where almost everything is available, what people increasingly seek is somewhere to belong. And that’s where loyalty begins.
Patrick Kampff
June 2026
Insights
Football ultras, brand loyalty and the need to belong
In a world where almost everything is available, what people increasingly seek is somewhere to belong. And that’s where loyalty begins.
Patrick Kampff
June 2026
The World Cup may be the purest branding exercise on earth. It repeats every four years with just enough change to feel new, yet enough continuity to remain unmistakable. The hosts vary, the stars evolve, the geography shifts but the rituals endure.
Philip Davies
June 2026
Insights
The biggest World Cup ever. Will it be the best?
The World Cup may be the purest branding exercise on earth. It repeats every four years with just enough change to feel new, yet enough continuity to remain unmistakable. The hosts vary, the stars evolve, the geography shifts but the rituals endure.
Philip Davies
June 2026
“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