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

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

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