A brand is more than a logo — it’s a promise. In today’s talent landscape, organizations must use the power of their internal brand champions to remain relevant in a competitive job marketplace. Today’s talent pool is different than previous generations, but what accounts for this transformation? Three major shifts have changed the way top talent navigates corporate America, leading to a rise in new demands on company culture, growth development and purpose.
Many workplace skills don’t come from school, but from internships. Studies have shown a strong correlation between internship experience and job prospects, but great work experience doesn’t just happen. It takes nurturing and time from managers and peers. We’re thrilled to host an ambitious group of interns every summer across our global offices. As summer draws to a […]
Download and subscribe to Simplicity Talks on iTunes. In our inaugural episode of Simplicity Talks, Robert Costelloe and Mitchell Kirkham-Cooper speak with John Matthews, strategy director for Europe, and Camilla Butcher, strategist in the Siegel+Gale London office. In this episode they address the following: Casual dining and those UK companies currently stuck in the meaningless middle […]
In this episode of Brand Matters, Ben Osborne, director of insights, EMEA, in London, discusses how brand owners can make the intangible tangible by focusing on brand contribution.
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 Diana O’Brien, CMO at Deloitte.
Siegel+Gale’s research, developed in conjunction with SAP and Shift Thinking, and published in Harvard Business Review, suggests that digital brands operate and think differently from traditional brands. To explore this difference in mindset, this survey of 5,000 U.S. consumers asked them about 50 brands, both traditional and digital.
When companies approach branding firms like Siegel+Gale for guidance on merging two corporate or product brands, the request is typically for us to develop a name, logo, endorsement strategy and story for the new merged entity. In many cases, however, it’s not the right move to simply create and launch a new brand identity overnight. Merging brands is a process. It’s about transitioning equity, shifting perceptions and migrating customers.
Mergers and acquisitions are big business. With a record 3.2 trillion in M&A expected in 2018*, it’s not surprising that companies devote most of their attention and resources to the financial, operational and logistical components of a merger or acquisition. Focusing on the implications of how the merger or acquisition will affect the brand is less tangible, and therefore often put on the back burner or just plain neglected. Ultimately, that can be a costly mistake.
Few marketers would question the value of a strong brand. But assessing the financial contribution of brand has remained elusive. As the idea of brand moves from words and pictures to the totality of a customer’s experience, making brand ROI tangible is critical for CMOs.
In this SMPL Q&A we speak with Nancy Hansell, strategy director, and Austyn Stevens, creative director, about our engagement with GroundTruth (formerly xAd), a global location technology company that drives results with real data.
BRAND BUILDING is a blog feature in which our experts present an in-depth POV on topics ranging from branding to design to experience, all through the lens of simplicity. Here Ben Osborne, head of insights for Siegel+Gale EMEA, discusses the art of turning marketing-speak into a financial language that proves its value and resonates with the board.