Whether a necessary evil or a welcome pleasure, traveling could always be simpler and inevitably, richer in its reward. So many companies across travel, transport, and hospitality are ignoring the premium people are willing to pay for simplicity. A cool 20 percent more, to be exact.
In SMPL Q+A, we interview Siegel+Gale practitioners on all things relevant to branding, design and simplicity. Here, we speak with Gabriele Zamora, senior strategist in naming and designer Ariel Duong about our engagement with Craft Contemporary, formerly known as the Craft & Folk Art Museum.
Pundits have been predicting cryptocurrency armageddon for years, and are broadly delighted now that they seem to have been proved correct. The gravity-defying success of cryptocurrency made traditional commentators look stolid and foolish. For years they’ve muttered darkly from the sidelines with a mixture of jealousy and contempt. Now they’re taking a great deal of satisfaction from watching the belle of the ball squirming in the mud.
Trade wars, emission limits and competition from technology companies have all contributed to what is now a complex automotive landscape – and these factors have seen two-thirds of automotive brands slide down the rankings of our annual study, The World’s Simplest Brands. However, against this context Honda has improved eight places.
Behind every brand delivering simpler experiences for customers is a leader who recognizes the inherent value in keeping things simple. Here I interview leaders, often CMOs or CEOs, that we deem Simplifiers. In this Simplifiers interview I speak with Meg Goldthwaite, CMO at National Public Radio.
Innovation, whether homegrown or acquired by a merger or acquisition, can power the growth, positive change and value creation that companies covet to give them a competitive edge. Yet few understand innovation. It is both overhyped and often misused. Approaching it the wrong way can lead to disappointment. That’s why brand is so important in the innovation process, no matter the route to achieving.
This article originally appeared on Media Post. When social media platforms first emerged, they embraced simplicity and were defined by the technology they used. The rules of Twitter were absolute: you had 140 characters or less to microblog, text only. Facebook was a directory that required a college email address to sign-up. This all seemed clear […]
In our latest podcast we take a deep dive into the results of our annual study and discuss the brands that are delivering simple experiences to drive loyalty and command a premium among consumers for their products and services.
Direct-to-consumer startups are simple, addictive, and sweet. They make conventional consumer goods chic and capture the millennial market with clean web design and viral subway ads. These brands are succeeding at things their competitors have chased for years. Their contemporary spin on marketing best practices helps them stand out to elusive younger audiences. For these companies, direct-to-consumer is more than a business model — it’s the foundation of their brand.
In this episode of Brand Matters, Matthias Mencke, Group Creative Director, LA, discusses the role of design in solving a business problem or challenge. 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.