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.

Siegel+Gale

August 2020

The Washington Redskins made the right decision to move away from a name perceived as racist. Other professional sports teams are now mulling their next play. Our group director of naming, Aaron Hall, explains why and how these teams can score a big win by progressing forward.

Siegel+Gale

August 2020

Over the last two decades, marketers and branders have continuously tried to determine how to reach the new, younger generation. Millennials, also known as Generation Y, are the focus of so much brand research. Should brands be adapted to this generation and its specific desires?

Siegel+Gale

August 2020

The world is changing. Customer expectations are evolving, and employee expectations are aligning. People expect brands to take more responsibility for their place in the world. And if you’re not showing a positive contribution, then you’re contributing to the problem. There is no industry where this is truer than the energy sector, where no brand can escape assessment.

Ben Osborne

July 2020

There are plenty of words and phrases that many of us would be happy never to hear again. Quantitative easing. Congestion charging. And for England football fans ‘penalty shoot-out’ almost always invokes fear beyond measure.

Philip Davies

July 2020

As a brand, navigating re-opening and re-closing—and potentially doing this repeatedly—can be a lot. Smart and thoughtful communication will ensure your customers understand what to expect, your employees know how to deliver and your brand is ready for the next step at the right time.

Siegel+Gale

July 2020

The true value of purpose has become more apparent than ever in this COVID-19 crisis: It is a tool that makes the impossible simple. Purpose inspires strategies that benefit people and business simultaneously. Purpose helps deliver both utility and delight. Purpose offers clear direction, regardless of where the seas may toss the ship.

David Srere

June 2020

Our new normal is unavoidable: every day brings new questions and uncertainty given the COVID-19 epidemic. Between dealing with personal implications of social separation and approaching the immediate crisis communication needs appropriately, it can be hard to find time to focus on other priorities. These pressing requirements can mean that the core asset, key to not only survival, but ultimately long-term growth post-crisis, is not forgotten: the brand.

Brian Rafferty

May 2020

Voice is important in times of crisis, not least because there’s an unprecedented volume of communication happening right now. Not all of these messages are coming from brands, but still, it’s important to keep in perspective just how dense the forest of communications is right now. It’s also instructive to examine how different brands are putting voice to good use in order to transcend the transactionality of the typical day-to-day and rise to the current occasion—or not doing so. Saying “we care, and we’re doing something” might seem cut-and-dry, but plenty of brands have been criticized for coming across as boastful or sales-focused in communicating their Covid-related efforts or responses.  

Siegel+Gale

May 2020

We can learn from recent crises to inform how brands should react and adapt to the current environment. Using past recessions and the 9/11 terrorist attacks as historical guides, here are six strategic behaviors to help your brand navigate a yet-to-be-defined future.

Kaitlin Smith

April 2020