How would you define a ‘consumer-led brand’? Does this mean aligning with consumer values, focusing on customer experience, putting communication first – or all of the above?
Ben Osborne
Insights
What it means to be a consumer-led brand today
How would you define a ‘consumer-led brand’? Does this mean aligning with consumer values, focusing on customer experience, putting communication first – or all of the above?
Ben Osborne
You can emulate the best brands, but copying them might not get you far because every brilliant brand is brilliant in its own way. Our President, EMEA, Philip Davies, tells us that there are only three things that unite excellent brands: truth, simplicity and a kind of irreverence.
Philip Davies
September 2022
Insights
Brilliant brands have little in common
You can emulate the best brands, but copying them might not get you far because every brilliant brand is brilliant in its own way. Our President, EMEA, Philip Davies, tells us that there are only three things that unite excellent brands: truth, simplicity and a kind of irreverence.
Philip Davies
September 2022
This article originally appeared in Branders Magazine. The coronavirus pandemic has elevated the desire for escapism to new levels. As the world has looked collectively to escape the reality of lockdown, the sale of immersive equipment has risen. … Continued
Siegel+Gale
May 2022
Insights
Immersive experiences: Escapism with brand ROI
This article originally appeared in Branders Magazine. The coronavirus pandemic has elevated the desire for escapism to new levels. As the world has looked collectively to escape the reality of lockdown, the sale of immersive equipment has risen. … Continued
Siegel+Gale
May 2022
Insights
Talking about an evolution
A new healthcare universe has been expanding with strategic household branding, omnipresent metahealth and genuine soul at its core.
Patrick Kampff
April 2022
Insights
Talking about an evolution
A new healthcare universe has been expanding with strategic household branding, omnipresent metahealth and genuine soul at its core.
Patrick Kampff
April 2022
The Washington Football Team finally announced their much-anticipated new name: the Washington Commanders. And from a professional naming perspective, they got this right.
Siegel+Gale
February 2022
Insights
By playing a long game, the Commanders scored big with their rebrand
The Washington Football Team finally announced their much-anticipated new name: the Washington Commanders. And from a professional naming perspective, they got this right.
Siegel+Gale
February 2022
“In our words,” Siegel+Gale’s ongoing Chief Marketing Officer study series, surveys marketing leaders across diverse industries with an eye to the many impacts and changes wrought by the Covid-19 pandemic.
Siegel+Gale
February 2022
Insights
In their words: Healthcare looking to the future
“In our words,” Siegel+Gale’s ongoing Chief Marketing Officer study series, surveys marketing leaders across diverse industries with an eye to the many impacts and changes wrought by the Covid-19 pandemic.
Siegel+Gale
February 2022
Simplicity is the baseline for the modern consumer experience, and the last two years have thrown that fact into sharp relief. Given the complexity of this current era many people feel that the path forward is increasingly unclear. Furthermore, they appear to have lost trust in political institutions and the media. In response, people have placed their trust in brands, particularly brands that are easy to understand; transparent and honest; caring for and meeting their needs; innovative and fresh; and useful. In short, brands that are simple.
Brian Rafferty
January 2022
Insights
From premium products to premium experiences, consumers want radical simplicity
Simplicity is the baseline for the modern consumer experience, and the last two years have thrown that fact into sharp relief. Given the complexity of this current era many people feel that the path forward is increasingly unclear. Furthermore, they appear to have lost trust in political institutions and the media. In response, people have placed their trust in brands, particularly brands that are easy to understand; transparent and honest; caring for and meeting their needs; innovative and fresh; and useful. In short, brands that are simple.
Brian Rafferty
January 2022
The pandemic has made people’s lives more complex, according to research in the ninth edition of Siegel+Gale’s World’s Simplest Brands study. The global survey also revealed that consumers are more willing to pay a premium for simpler experiences. World’s Simplest Brands ranks the leading brands on simplicity, asking more than 15,000 people across nine countries which brands and industries provide the simplest experiences, ultimately reducing stress and improving the lives of consumers everywhere.
Siegel+Gale
December 2021
Insights
As the pandemic makes life more complex, people crave simpler brands
The pandemic has made people’s lives more complex, according to research in the ninth edition of Siegel+Gale’s World’s Simplest Brands study. The global survey also revealed that consumers are more willing to pay a premium for simpler experiences. World’s Simplest Brands ranks the leading brands on simplicity, asking more than 15,000 people across nine countries which brands and industries provide the simplest experiences, ultimately reducing stress and improving the lives of consumers everywhere.
Siegel+Gale
December 2021
Insights
How to localize your global brand
ith most major cities now awash with the same multinational brand names, the local feel of many urban thoroughfares has all but disappeared. Still, the sense of familiarity that comes along with the classic Italian restaurant, or well-known Irish pub, does provide customers with enough predictability to make comfortable choices and reduce risk of a disappointing purchase. While predictability offers some clear positives for customers, there are downsides as well.
Siegel+Gale
November 2021
Insights
How to localize your global brand
ith most major cities now awash with the same multinational brand names, the local feel of many urban thoroughfares has all but disappeared. Still, the sense of familiarity that comes along with the classic Italian restaurant, or well-known Irish pub, does provide customers with enough predictability to make comfortable choices and reduce risk of a disappointing purchase. While predictability offers some clear positives for customers, there are downsides as well.
Siegel+Gale
November 2021
The economic meltdown caused by the Covid-19 pandemic will have severe secular repercussions in the US, Europe and around the world. The financial reengineering and corporate restructuring soon to occur is certain to result in a spate of mergers, acquisitions and divestitures. Some of these transactions will be domination plays, where financially stable market leaders will acquire vulnerable competitors, coveted technologies or entry to new markets...
Howard Belk
November 2021
Insights
Brand building for the coming wave of corporate M&A
The economic meltdown caused by the Covid-19 pandemic will have severe secular repercussions in the US, Europe and around the world. The financial reengineering and corporate restructuring soon to occur is certain to result in a spate of mergers, acquisitions and divestitures. Some of these transactions will be domination plays, where financially stable market leaders will acquire vulnerable competitors, coveted technologies or entry to new markets...
Howard Belk
November 2021