Some of our latest thinking
Navigating the current landscape is complicated, so to better illuminate the road ahead, we turned to our community of CMOs. We spoke with brand leaders from around the globe on their experiences in marketing and conducting business amid the global pandemic. Here they share their insights into what it has been like living and working over the past few months...
Siegel+Gale
June 2020
S+G Study
In their words: CMOs on navigating COVID-19
Navigating the current landscape is complicated, so to better illuminate the road ahead, we turned to our community of CMOs. We spoke with brand leaders from around the globe on their experiences in marketing and conducting business amid the global pandemic. Here they share their insights into what it has been like living and working over the past few months...
Siegel+Gale
June 2020
On Wednesday, September 9th, I spoke with five marketing leaders from venture-backed and digital-first companies to explore the interrelationships across brand building, innovation, growth and scaling. Our conversation traversed how each brand approached innovation, industries that unexpectedly benefited from the crisis and the advantages of being born in the digital world. However, at the heart of the panelists’ stories and perspectives was the remarkable power of brand and its unparalleled ability to differentiate.
Margaret Molloy
September 2020
S+G Blog
Future of Branding: Growth and innovation brands
On Wednesday, September 9th, I spoke with five marketing leaders from venture-backed and digital-first companies to explore the interrelationships across brand building, innovation, growth and scaling. Our conversation traversed how each brand approached innovation, industries that unexpectedly benefited from the crisis and the advantages of being born in the digital world. However, at the heart of the panelists’ stories and perspectives was the remarkable power of brand and its unparalleled ability to differentiate.
Margaret Molloy
September 2020
There’s no shortage of lessons communicators can extract from the ongoing COVID-19 crisis, but one really stands out. Simple communication wins the days. The underlying principles that guide effective communications in times of great urgency apply in more ordinary times as well.
Billy Kingsland
September 2020
S+G Blog
Simple communications are crucial now—and always
There’s no shortage of lessons communicators can extract from the ongoing COVID-19 crisis, but one really stands out. Simple communication wins the days. The underlying principles that guide effective communications in times of great urgency apply in more ordinary times as well.
Billy Kingsland
September 2020
More ideas
Simple is smartOn Wednesday, September 23rd, I led a conversation with five global marketing leaders to explore brand building and brand partnerships in the COVID-19 era. Our conversation touched on how the pandemic has reinforced the criticality of connection, the value of open and honest communication amongst partners and what happens when businesses and communities unite for a common goal. In closing, I asked our panelists: What are the most important factors in successful brand partnerships, and what is your commitment to building successful partnerships for your brand? Here’s what they had to say.
Margaret Molloy
September 2020
S+G Blog
Future of Branding: Brand partnerships
On Wednesday, September 23rd, I led a conversation with five global marketing leaders to explore brand building and brand partnerships in the COVID-19 era. Our conversation touched on how the pandemic has reinforced the criticality of connection, the value of open and honest communication amongst partners and what happens when businesses and communities unite for a common goal. In closing, I asked our panelists: What are the most important factors in successful brand partnerships, and what is your commitment to building successful partnerships for your brand? Here’s what they had to say.
Margaret Molloy
September 2020
Branding firms are popularly thought of as creating brands. The truth is, we spend a good deal of our time rationalizing them. We call this disciplinebrand architecture.As the term implies, brand architecture defines the structure of brands within a portfolio, and so it is closely related to portfolio strategy...
James Withey + Lea Chu
September 2020
S+G Study
Brand Architecture – Streamline. Simplify. Amplify.
Branding firms are popularly thought of as creating brands. The truth is, we spend a good deal of our time rationalizing them. We call this disciplinebrand architecture.As the term implies, brand architecture defines the structure of brands within a portfolio, and so it is closely related to portfolio strategy...
James Withey + Lea Chu
September 2020
S+G Blog
What is freedom? SUVs versus EVs
In August 2020, The Global Action Plan cited polling results suggesting that the UK public wants to see government encourage car manufacturers to produce more Electric Vehicles (EVs). It would stand to reason that given the focus on their children, parents would be eager to invest in a form of transport that ensures the safety of future generations. But how do parents feel about the prospect of switching to EVs and abandoning their trusty family SUVs?
James Moretti
September 2020
S+G Blog
What is freedom? SUVs versus EVs
In August 2020, The Global Action Plan cited polling results suggesting that the UK public wants to see government encourage car manufacturers to produce more Electric Vehicles (EVs). It would stand to reason that given the focus on their children, parents would be eager to invest in a form of transport that ensures the safety of future generations. But how do parents feel about the prospect of switching to EVs and abandoning their trusty family SUVs?
James Moretti
September 2020
Across every industry and around the world, the COVID-19 pandemic continues to fundamentally alter workplace culture. In many ways, it has caused leadership and HR professionals to take a critical eye to their employer brand—in other words, the employee experience they promise for their people and what they’re doing to deliver on it. A strong … Continued
Christine Lim
September 2020
S+G Blog
Three priorities for strengthening your employer brand now
Across every industry and around the world, the COVID-19 pandemic continues to fundamentally alter workplace culture. In many ways, it has caused leadership and HR professionals to take a critical eye to their employer brand—in other words, the employee experience they promise for their people and what they’re doing to deliver on it. A strong … Continued
Christine Lim
September 2020
S+G Blog
How to name future global diseases
COVID-19 and disease names like it lack clarity, which leads to their inconsistent use in communications. This not only potentially dilutes their impact, but also gives people an opportunity to simplify and/or coin their own new names for the disease. As we know, this led to racist epithets like China Virus and Kung-flu for COVID-19. What can we do from a naming perspective to prevent confusion around the next virus that goes global?
Aaron Hall, Jason Hall + Gabriele Zamora
September 2020
S+G Blog
How to name future global diseases
COVID-19 and disease names like it lack clarity, which leads to their inconsistent use in communications. This not only potentially dilutes their impact, but also gives people an opportunity to simplify and/or coin their own new names for the disease. As we know, this led to racist epithets like China Virus and Kung-flu for COVID-19. What can we do from a naming perspective to prevent confusion around the next virus that goes global?
Aaron Hall, Jason Hall + Gabriele Zamora
September 2020
There’s no shortage of lessons communicators can extract from the ongoing COVID-19 crisis, but one really stands out. Simple communication wins the days. The underlying principles that guide effective communications in times of great urgency apply in more ordinary times as well.
Billy Kingsland
September 2020
S+G Blog
Simple communications are crucial now—and always
There’s no shortage of lessons communicators can extract from the ongoing COVID-19 crisis, but one really stands out. Simple communication wins the days. The underlying principles that guide effective communications in times of great urgency apply in more ordinary times as well.
Billy Kingsland
September 2020
On Wednesday, September 9th, I spoke with five marketing leaders from venture-backed and digital-first companies to explore the interrelationships across brand building, innovation, growth and scaling. Our conversation traversed how each brand approached innovation, industries that unexpectedly benefited from the crisis and the advantages of being born in the digital world. However, at the heart of the panelists’ stories and perspectives was the remarkable power of brand and its unparalleled ability to differentiate.
Margaret Molloy
September 2020
S+G Blog
Future of Branding: Growth and innovation brands
On Wednesday, September 9th, I spoke with five marketing leaders from venture-backed and digital-first companies to explore the interrelationships across brand building, innovation, growth and scaling. Our conversation traversed how each brand approached innovation, industries that unexpectedly benefited from the crisis and the advantages of being born in the digital world. However, at the heart of the panelists’ stories and perspectives was the remarkable power of brand and its unparalleled ability to differentiate.
Margaret Molloy
September 2020
The concept of “purpose-driven” brands has developed into a mainstay term over the past few years as consumers become more attuned to what companies really stand for. But what motivates consumers to seek brands that are similar to themselves and their values?
Karli Buescher
September 2020
S+G Blog
Cognitive dissonance and purpose-driven brands
The concept of “purpose-driven” brands has developed into a mainstay term over the past few years as consumers become more attuned to what companies really stand for. But what motivates consumers to seek brands that are similar to themselves and their values?
Karli Buescher
September 2020
Our Future of Branding series returned for its second season on Wednesday, August 26. One of the most inspiring episodes of our first season featured a conversation with six Gen Z kids of leading global marketing executives. As the world focuses on back to school, our second season premiered with a brand new Gen Z edition.
Margaret Molloy
August 2020
S+G Blog
Future of Branding: CMO Panel Gen Z Edition
Our Future of Branding series returned for its second season on Wednesday, August 26. One of the most inspiring episodes of our first season featured a conversation with six Gen Z kids of leading global marketing executives. As the world focuses on back to school, our second season premiered with a brand new Gen Z edition.
Margaret Molloy
August 2020
In a world facing disruption on multiple fronts, auditory elements also offer marketers versatility to sync with rapidly changing preferences and environments. From identity systems to product design and brand engagement, staying ahead of the curve will require brands to leap into a dimension not only of sight but of sound and mind.
Victoria Kurzweg
August 2020
S+G Blog
The sound of simplicity: Why sonic branding is vital for a connected experience
In a world facing disruption on multiple fronts, auditory elements also offer marketers versatility to sync with rapidly changing preferences and environments. From identity systems to product design and brand engagement, staying ahead of the curve will require brands to leap into a dimension not only of sight but of sound and mind.
Victoria Kurzweg
August 2020