Here are five tips to consider to help you make the most of what you have when rationalizing your brand portfolio.
Siegel + Gale
April 2025
News
Brand Architecture: Five tips for rationalizing your portfolio
Here are five tips to consider to help you make the most of what you have when rationalizing your brand portfolio.
Siegel + Gale
April 2025
Insights
Experience: Listen. Simplify. Adapt.
Brands today don’t exist in a vacuum. They’re not unilateral, broadcasting to the world what they want people to believe about them. They’re dynamic, shaped and felt by people – their customers, their partners, their investors or their employees – across every touchpoint. Each audience passes judgement based on how that brand shows up, how it speaks to them, and how it makes them feel.
Siegel+Gale
December 2020
Insights
Experience: Listen. Simplify. Adapt.
Brands today don’t exist in a vacuum. They’re not unilateral, broadcasting to the world what they want people to believe about them. They’re dynamic, shaped and felt by people – their customers, their partners, their investors or their employees – across every touchpoint. Each audience passes judgement based on how that brand shows up, how it speaks to them, and how it makes them feel.
Siegel+Gale
December 2020
M&A / Spin-off
M&A: A culture transaction
Given the current climate around the pandemic and global market conditions, mergers and acquisitions are on the rise. This uptick in activity will likely sustain as industries continue to be impacted, and innovation drives the search for efficiencies, consolidation, supply chain adjustments, evolving service models and increased scalability. Embracing change and acquisitions that help across these areas is a priority for many companies. One thing is clear—the success of these deals ultimately hinges on the people inside the organization, not the balance sheet.
Siegel+Gale
December 2020
M&A / Spin-off
M&A: A culture transaction
Given the current climate around the pandemic and global market conditions, mergers and acquisitions are on the rise. This uptick in activity will likely sustain as industries continue to be impacted, and innovation drives the search for efficiencies, consolidation, supply chain adjustments, evolving service models and increased scalability. Embracing change and acquisitions that help across these areas is a priority for many companies. One thing is clear—the success of these deals ultimately hinges on the people inside the organization, not the balance sheet.
Siegel+Gale
December 2020
News
6 reasons to rebrand
Today, brand is more than a name, logo, tagline, advertising campaign or even the marketing department’s sole purview. A brand’s success is measured by the summation of the touchpoints all stakeholders—customers, employees, partners, investors, community—have with an organization. When a brand is well-managed, stakeholder experiences align with the expectations set by marketing communications and the brand grows in value over time. However, sometimes brands lose relevance and need to be reconsidered, a process known as rebranding. Here are six scenarios when a company might want to consider rebranding.
Siegel+Gale
December 2020
News
6 reasons to rebrand
Today, brand is more than a name, logo, tagline, advertising campaign or even the marketing department’s sole purview. A brand’s success is measured by the summation of the touchpoints all stakeholders—customers, employees, partners, investors, community—have with an organization. When a brand is well-managed, stakeholder experiences align with the expectations set by marketing communications and the brand grows in value over time. However, sometimes brands lose relevance and need to be reconsidered, a process known as rebranding. Here are six scenarios when a company might want to consider rebranding.
Siegel+Gale
December 2020
2020 has not gone to plan. Our previous CMO study, conducted during the early months of the Covid-19 pandemic, revealed a set of leaders focused on steering their businesses and teams through uncharted waters with unbelievable agility, and who were also beginning to look to the future.
Siegel+Gale
December 2020
Insights
In their words: B2B tech CMOs on what’s next
2020 has not gone to plan. Our previous CMO study, conducted during the early months of the Covid-19 pandemic, revealed a set of leaders focused on steering their businesses and teams through uncharted waters with unbelievable agility, and who were also beginning to look to the future.
Siegel+Gale
December 2020
Our Co-CEO + Chief Creative Officer Howard Belk recently sat down with Josh Miles of the Obsessed Show to discuss how we help our clients bring compelling stories to life, what the future holds for brand experience and the enduring power of simplicity.
Howard Belk
December 2020
News
Obsessed Show: The future of brand experience
Our Co-CEO + Chief Creative Officer Howard Belk recently sat down with Josh Miles of the Obsessed Show to discuss how we help our clients bring compelling stories to life, what the future holds for brand experience and the enduring power of simplicity.
Howard Belk
December 2020
In SMPL Q+A, we interview Siegel+Gale practitioners on all things relevant to branding, design and simplicity. Here our Senior Director of Strategy Britt Bulla + GE’s Director of Global Brand Zara Mirza share how to discover a purpose that sticks, how we crafted GE’s new brand purpose and some of the key tenets for successfully unlocking purpose at your organization.
Siegel+Gale
November 2020
News
Unlocking GE’s brand purpose
In SMPL Q+A, we interview Siegel+Gale practitioners on all things relevant to branding, design and simplicity. Here our Senior Director of Strategy Britt Bulla + GE’s Director of Global Brand Zara Mirza share how to discover a purpose that sticks, how we crafted GE’s new brand purpose and some of the key tenets for successfully unlocking purpose at your organization.
Siegel+Gale
November 2020
This article originally appeared on FinExtra. “If you can’t stand the heat, get out of the kitchen.” U.S. President Harry Truman famously said it to his war contracts team. CEO’s … Continued
Siegel+Gale
November 2020
S+G Blog
The market is hot! Is your brand ready? A checklist for preparing your brand for IPO success
This article originally appeared on FinExtra. “If you can’t stand the heat, get out of the kitchen.” U.S. President Harry Truman famously said it to his war contracts team. CEO’s … Continued
Siegel+Gale
November 2020
Inspired by the energy and enthusiasm surrounding voter turnout, our New York design team reimagined the American voting emblem in a series of animations for people to download and share on their social channels.
Siegel+Gale
October 2020
Events
Election 2020: Reimagining the ‘I Voted’ sticker
Inspired by the energy and enthusiasm surrounding voter turnout, our New York design team reimagined the American voting emblem in a series of animations for people to download and share on their social channels.
Siegel+Gale
October 2020
Five principles that will spell success for any M&A-related brand exercise, helping brand managers to design processes and outcomes that mobilize employees and customers alike...
M&A / Spin-off
Matt Egan: Brand building for the coming wave of corporate M&A
Five principles that will spell success for any M&A-related brand exercise, helping brand managers to design processes and outcomes that mobilize employees and customers alike...