Brand Matters is a video series where our practitioners answer key questions in their areas of expertise, including brand strategy, design, naming, communication, experience, and more.

 In this episode of Brand Matters, Lea Chu, Group Director, Naming, New York, discusses how a name can deliver on simplicity, the connection between emotion and language, and the importance of prioritization during the product and brand naming process. Lea Chu is Group Director, Naming at Siegel+Gale Brand Matters is a video series where our practitioners … Continued

Lea Chu

Brand Matters

On the power of naming

 In this episode of Brand Matters, Lea Chu, Group Director, Naming, New York, discusses how a name can deliver on simplicity, the connection between emotion and language, and the importance of prioritization during the product and brand naming process. Lea Chu is Group Director, Naming at Siegel+Gale Brand Matters is a video series where our practitioners … Continued

Lea Chu

In this episode of Brand Matters, Matthias Mencke, Group Creative Director, LA, discusses the role of design in solving business challenges.

Matthias Mencke

Brand Matters

On the role of design

In this episode of Brand Matters, Matthias Mencke, Group Creative Director, LA, discusses the role of design in solving business challenges.

Matthias Mencke

In this episode of Brand Matters, Shana Orth, Group Account Director, discusses how having the same mission and values that clients are looking to achieve, along with seamless empathy, can create moments of delight that captivate and inspire. Shana Orth, is Group Account Director, at Siegel+Gale. Brand Matters is a video series where our practitioners answer key questions … Continued

Shana Orth

Brand Matters

On the value of empathy

In this episode of Brand Matters, Shana Orth, Group Account Director, discusses how having the same mission and values that clients are looking to achieve, along with seamless empathy, can create moments of delight that captivate and inspire. Shana Orth, is Group Account Director, at Siegel+Gale. Brand Matters is a video series where our practitioners answer key questions … Continued

Shana Orth

In this episode of Brand Matters, Rana Brightman, director of strategy in London, discusses how to maintain a position of leadership in a world that's increasingly complex, volatile and uncertain, while elaborating on the value of brand purpose.

Rana Brightman

Brand Matters

On the value of brand purpose

In this episode of Brand Matters, Rana Brightman, director of strategy in London, discusses how to maintain a position of leadership in a world that's increasingly complex, volatile and uncertain, while elaborating on the value of brand purpose.

Rana Brightman

In this episode of Brand Matters, Brian Rafferty, global director of research insights, breaks down our new Brand ROI methodology and why it can be a useful tool for CMOs to sell in the value of brand in an organization.

Brian Rafferty

Brand Matters

How to assess brand value

In this episode of Brand Matters, Brian Rafferty, global director of research insights, breaks down our new Brand ROI methodology and why it can be a useful tool for CMOs to sell in the value of brand in an organization.

Brian Rafferty

In this episode of Brand Matters, strategist Preanka Hai discusses the rise in "consumerization" in contemporary B2B businesses and identifies the steps they can take to embrace this not as a trend, but as a customer experience innovation.

Siegel+Gale

Brand Matters

Brand Matters: The consumerization of B2B

In this episode of Brand Matters, strategist Preanka Hai discusses the rise in "consumerization" in contemporary B2B businesses and identifies the steps they can take to embrace this not as a trend, but as a customer experience innovation.

Siegel+Gale

In this episode of Brand Matters, we travel to our office in Shanghai to talk with Jolin Guan, associate strategy director, about the five common mistakes global brands can make when entering the Chinese market, and how global brands can navigate the space.

Siegel+Gale

Brand Matters

The five mistakes global brands make when entering China

In this episode of Brand Matters, we travel to our office in Shanghai to talk with Jolin Guan, associate strategy director, about the five common mistakes global brands can make when entering the Chinese market, and how global brands can navigate the space.

Siegel+Gale

Brand Matters

The Rich Idea

In this episode of Brand Matters, Philip Davies, president, EMEA talks about the next wave of The Big Idea, herein defined as The Rich Idea: a brand experience that extends far past just a campaign or messaging, but is embedded within every touchpoint a brand has.

Philip Davies

Brand Matters

The Rich Idea

In this episode of Brand Matters, Philip Davies, president, EMEA talks about the next wave of The Big Idea, herein defined as The Rich Idea: a brand experience that extends far past just a campaign or messaging, but is embedded within every touchpoint a brand has.

Philip Davies