Group Director, Brand CommunicationSee profile
In this episode of Brand Matters, Chad Cipoletti, Group Director, Brand Communication, discusses why we should look at language across the entire brand experience. Chad Cipoletti is Group Director, Brand Communication, at Siegel+Gale. Brand Matters is a video series in which our experts elaborate on topics ranging from branding to design to experience, all through the lens of simplicity.
SMPL Q&A is a blog feature in which we interview experts on all things relevant to branding, design and simplicity. In this Q&A, we speak with Chad Cipoletti, group director of brand communication, on the increasing role language plays in brand experience.
If you don’t tell people what you stand for, you never give them the opportunity to stand with you.
Across industries—financial services to airlines to retail—the explosion of data and social connectivity has allowed brands to scale that sense of familiarity. But in many cases, the language that represents the brand digitally fails to deliver on that promise.