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...

Siegel+Gale

April 2025

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

COVID-19 and disease names like it lack clarity, which leads to their inconsistent use in communications. What can we do from a naming perspective to prevent confusion around the next virus that goes global?

Siegel+Gale

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

This article originally appeared in B2B Marketing. For too long, companies have struggled to place a dollar value on their brands. A new methodology for ascertaining brand value is required—and … Continued

Brian Rafferty

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.

Siegel+Gale

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

Whether your business model is shifting, you’re undergoing a merger or acquisition or you’re trying to reach a new audience, chances are your company will need to revisit its brand. When CEOs contemplate a considerable challenge such as a rebrand, they tend to focus on the exhilarating first half of the marathon — a new name to signal change or an impressive new visual identity. But it’s the second half of the race that is the most critical and requires as much — if not more — attention.

Lisa Kane

August 2020

In SMPL Q+A, we interview Siegel+Gale practitioners on all things relevant to branding, design and simplicity. Here, we explore our rebranding work for Superscript, a trusted insurance provider for small businesses across … Continued

Siegel+Gale

August 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