The economic meltdown caused by the Covid-19 pandemic will have severe secular repercussions in the US, Europe and around the world...
M&A / Spin-off
Lisa Kane: An open letter to a CEO – Considerations for rebranding
The economic meltdown caused by the Covid-19 pandemic will have severe secular repercussions in the US, Europe and around the world...
Insights
The myth of the “short name”
Whether it’s for a rebrand or a new brand, product or service, your company’s name(s) play a vital role in your brand experience. If you’ve been a brand marketer long enough, you will come to recognize and be asked to name to trends. The key problem with this ask is that trends disappear, and what you’re left with is a neon sign of a forgotten time.
Siegel+Gale
September 2020
Insights
The myth of the “short name”
Whether it’s for a rebrand or a new brand, product or service, your company’s name(s) play a vital role in your brand experience. If you’ve been a brand marketer long enough, you will come to recognize and be asked to name to trends. The key problem with this ask is that trends disappear, and what you’re left with is a neon sign of a forgotten time.
Siegel+Gale
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...
Siegel+Gale
April 2025
Insights
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...
Siegel+Gale
April 2025
Insights
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
Insights
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
Insights
How to name future global diseases
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
Insights
How to name future global diseases
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
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
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
News
The future of branding: A better way to assess brand ROI
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
News
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.
Siegel+Gale
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
News
An open letter to a CEO: Considerations for rebranding
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
Insights
From Digital Risks to Superscript: Becoming a global leader in business insurance
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