Insights
Three qualities of a memorable logo
Crafting a new brand identity requires vision, restraint and execution—a combination only the most capable brand stewards achieve. But there are key qualities for which a team should strive for during the creative process, and by keeping them in mind, can ensure an impactful outcome.
Siegel+Gale
February 2021
Insights
Three qualities of a memorable logo
Crafting a new brand identity requires vision, restraint and execution—a combination only the most capable brand stewards achieve. But there are key qualities for which a team should strive for during the creative process, and by keeping them in mind, can ensure an impactful outcome.
Siegel+Gale
February 2021
As the human cost of Covid-19 escalates, so does the economic cost. With a baseline predication of global GDP contraction sitting at 5.2%, the fallout has been significant. Despite this, many see big opportunities.
Siegel+Gale
February 2021
Insights
Branding for an Initial Public Offering: Simple. Purposeful. Memorable. Scalable.
As the human cost of Covid-19 escalates, so does the economic cost. With a baseline predication of global GDP contraction sitting at 5.2%, the fallout has been significant. Despite this, many see big opportunities.
Siegel+Gale
February 2021
Here are five tips to consider to help you make the most of what you have when rationalizing your brand portfolio.
Siegel + Gale
April 2025
Insights
Brand Architecture: Five tips for rationalizing your portfolio
Here are five tips to consider to help you make the most of what you have when rationalizing your brand portfolio.
Siegel + Gale
April 2025
Insights
Experience: Listen. Simplify. Adapt.
Brands today don’t exist in a vacuum. They’re not unilateral, broadcasting to the world what they want people to believe about them. They’re dynamic, shaped and felt by people – their customers, their partners, their investors or their employees – across every touchpoint. Each audience passes judgement based on how that brand shows up, how it speaks to them, and how it makes them feel.
Siegel+Gale
December 2020
Insights
Experience: Listen. Simplify. Adapt.
Brands today don’t exist in a vacuum. They’re not unilateral, broadcasting to the world what they want people to believe about them. They’re dynamic, shaped and felt by people – their customers, their partners, their investors or their employees – across every touchpoint. Each audience passes judgement based on how that brand shows up, how it speaks to them, and how it makes them feel.
Siegel+Gale
December 2020
Insights
6 reasons to rebrand
Today, brand is more than a name, logo, tagline, advertising campaign or even the marketing department’s sole purview. A brand’s success is measured by the summation of the touchpoints all stakeholders—customers, employees, partners, investors, community—have with an organization. When a brand is well-managed, stakeholder experiences align with the expectations set by marketing communications and the brand grows in value over time. However, sometimes brands lose relevance and need to be reconsidered, a process known as rebranding. Here are six scenarios when a company might want to consider rebranding.
Siegel+Gale
December 2020
Insights
6 reasons to rebrand
Today, brand is more than a name, logo, tagline, advertising campaign or even the marketing department’s sole purview. A brand’s success is measured by the summation of the touchpoints all stakeholders—customers, employees, partners, investors, community—have with an organization. When a brand is well-managed, stakeholder experiences align with the expectations set by marketing communications and the brand grows in value over time. However, sometimes brands lose relevance and need to be reconsidered, a process known as rebranding. Here are six scenarios when a company might want to consider rebranding.
Siegel+Gale
December 2020
2020 has not gone to plan. Our previous CMO study, conducted during the early months of the Covid-19 pandemic, revealed a set of leaders focused on steering their businesses and teams through uncharted waters with unbelievable agility, and who were also beginning to look to the future.
Siegel+Gale
December 2020
Insights
In their words: B2B tech CMOs on what’s next
2020 has not gone to plan. Our previous CMO study, conducted during the early months of the Covid-19 pandemic, revealed a set of leaders focused on steering their businesses and teams through uncharted waters with unbelievable agility, and who were also beginning to look to the future.
Siegel+Gale
December 2020
In SMPL Q+A, we interview Siegel+Gale practitioners on all things relevant to branding. Here, we speak with our West Coast team about our rebranding work for the global business and cloud consultancy SADA.
Siegel+Gale
Insights
SADA: Using technology to create meaningful change
In SMPL Q+A, we interview Siegel+Gale practitioners on all things relevant to branding. Here, we speak with our West Coast team about our rebranding work for the global business and cloud consultancy SADA.
Siegel+Gale
Five principles that will spell success for any M&A-related brand exercise, helping brand managers to design processes and outcomes that mobilize employees and customers alike...
Insights
Matt Egan: Brand building for the coming wave of corporate M&A
Five principles that will spell success for any M&A-related brand exercise, helping brand managers to design processes and outcomes that mobilize employees and customers alike...
The economic meltdown caused by the Covid-19 pandemic will have severe secular repercussions in the US, Europe and around the world...
Insights
Lisa Kane: An open letter to a CEO – Considerations for rebranding
The economic meltdown caused by the Covid-19 pandemic will have severe secular repercussions in the US, Europe and around the world...
Insights
The myth of the “short name”
Whether it’s for a rebrand or a new brand, product or service, your company’s name(s) play a vital role in your brand experience. If you’ve been a brand marketer long enough, you will come to recognize and be asked to name to trends. The key problem with this ask is that trends disappear, and what you’re left with is a neon sign of a forgotten time.
Siegel+Gale
September 2020
Insights
The myth of the “short name”
Whether it’s for a rebrand or a new brand, product or service, your company’s name(s) play a vital role in your brand experience. If you’ve been a brand marketer long enough, you will come to recognize and be asked to name to trends. The key problem with this ask is that trends disappear, and what you’re left with is a neon sign of a forgotten time.
Siegel+Gale
September 2020