Insights
The 10 pitfalls of naming
From rushing the naming process to falling in love with a name before it's vetted, the pitfalls of naming can derail even the best ideas. Lea Chu, Group Director, Naming, shows how to avoid the most common perils and land on a name that truly stands out.
Siegel+Gale
January 2025
Insights
The 10 pitfalls of naming
From rushing the naming process to falling in love with a name before it's vetted, the pitfalls of naming can derail even the best ideas. Lea Chu, Group Director, Naming, shows how to avoid the most common perils and land on a name that truly stands out.
Siegel+Gale
January 2025
For those of us in the B2B brand world, corporate acquisitions and restructurings are the dramas we follow most closely. The plots are complex, the stakes—financial and professional—are immense, and the rise and fall of iconic global brands evoke consternation, nostalgia and cautious optimism. Who says non-fiction can’t stir the soul?
Howard Belk
January 2025
M&A / Spin-off
The United States Steel drama: How branding can forge a unified future
For those of us in the B2B brand world, corporate acquisitions and restructurings are the dramas we follow most closely. The plots are complex, the stakes—financial and professional—are immense, and the rise and fall of iconic global brands evoke consternation, nostalgia and cautious optimism. Who says non-fiction can’t stir the soul?
Howard Belk
January 2025
The world feels more complex than ever right now. There’s more choice, more speed and customer journeys are more convoluted. For brands, there are more opportunities to reach new markets, diversity portfolios and expand into new categories. But that proliferation can come at a cost. Too often clarity is eroded, confusion sets in and the compelling central idea that gave brands their appeal gets lost.
Siegel+Gale
2025 Edition
Insights
The secret to simplicity in brand transformation
The world feels more complex than ever right now. There’s more choice, more speed and customer journeys are more convoluted. For brands, there are more opportunities to reach new markets, diversity portfolios and expand into new categories. But that proliferation can come at a cost. Too often clarity is eroded, confusion sets in and the compelling central idea that gave brands their appeal gets lost.
Siegel+Gale
2025 Edition
That slick website you just launched? It's already causing your users actual pain. Not because your tech stack is outdated or your content is stale but because AI has fundamentally rewired how humans process digital experiences.
Siegel+Gale
January 2025
AI
Your users’ brains are being rewired (and your website is giving them a headache)
That slick website you just launched? It's already causing your users actual pain. Not because your tech stack is outdated or your content is stale but because AI has fundamentally rewired how humans process digital experiences.
Siegel+Gale
January 2025
JDRF takes on the name Breakthrough T1D as it dispels the notion that only children are diagnosed with Type 1 diabetes.
Siegel+Gale
December 2024
News
Behind a leading diabetes research foundation’s rebrand
JDRF takes on the name Breakthrough T1D as it dispels the notion that only children are diagnosed with Type 1 diabetes.
Siegel+Gale
December 2024
For CMOs, navigating a corporate spin-off involves more than just preserving brand equity. It also entails creating entirely new brand ecosystems.
Howard Belk
M&A / Spin-off
Navigating brand management in the current era of corporate spin-offs
For CMOs, navigating a corporate spin-off involves more than just preserving brand equity. It also entails creating entirely new brand ecosystems.
Howard Belk
Skip the AI press releases. Start small, focus on results and build capability before scaling. The winners aren't talking because they're too busy transforming AI into a real competitive advantage—not a headline.
Siegel+Gale
November 2024
AI
The anti-hype AI playbook: what marketing leaders aren’t talking about
Skip the AI press releases. Start small, focus on results and build capability before scaling. The winners aren't talking because they're too busy transforming AI into a real competitive advantage—not a headline.
Siegel+Gale
November 2024
We delve into how small-format stores can excel in delivering simplicity.
Siegel+Gale
November 2024
News
The great small-format store experiment – brand boon or bust for retailers?
We delve into how small-format stores can excel in delivering simplicity.
Siegel+Gale
November 2024
As creatives and brand-builders, we thrive when tackling complexity. It brings constant change and new challenges. It's a geyser of inspiration; fuel for creativity and wild ideas. And while we play in complexity, we trade in simplicity. It is the tried-and-true way to create value. It is at the heart of building trust. And it is needed now more than ever.
Katie Conway + Christie Ryan
Events
Dare to Simplify: embracing brand simplicity in the face of the unknown
As creatives and brand-builders, we thrive when tackling complexity. It brings constant change and new challenges. It's a geyser of inspiration; fuel for creativity and wild ideas. And while we play in complexity, we trade in simplicity. It is the tried-and-true way to create value. It is at the heart of building trust. And it is needed now more than ever.
Katie Conway + Christie Ryan
Unite or become irrelevant, says Global Group Director, Brand Experience, Jenna Isken.
Siegel+Gale
October 2024
News
Olympic Marketing 2.0: how brands are winning gold through unity, not just sponsorship
Unite or become irrelevant, says Global Group Director, Brand Experience, Jenna Isken.
Siegel+Gale
October 2024