The true value of purpose has become more apparent than ever in this COVID-19 crisis: It is a tool that makes the impossible simple. Purpose inspires strategies that benefit people and business simultaneously. Purpose helps deliver both utility and delight. Purpose offers clear direction, regardless of where the seas may toss the ship.
David Srere
June 2020
Insights
The real value of brand purpose emerges
The true value of purpose has become more apparent than ever in this COVID-19 crisis: It is a tool that makes the impossible simple. Purpose inspires strategies that benefit people and business simultaneously. Purpose helps deliver both utility and delight. Purpose offers clear direction, regardless of where the seas may toss the ship.
David Srere
June 2020
Our new normal is unavoidable: every day brings new questions and uncertainty given the COVID-19 epidemic. Between dealing with personal implications of social separation and approaching the immediate crisis communication needs appropriately, it can be hard to find time to focus on other priorities. These pressing requirements can mean that the core asset, key to not only survival, but ultimately long-term growth post-crisis, is not forgotten: the brand.
Brian Rafferty
May 2020
Insights
How to not forget brand ROI and still focus on the essential in uncertain times
Our new normal is unavoidable: every day brings new questions and uncertainty given the COVID-19 epidemic. Between dealing with personal implications of social separation and approaching the immediate crisis communication needs appropriately, it can be hard to find time to focus on other priorities. These pressing requirements can mean that the core asset, key to not only survival, but ultimately long-term growth post-crisis, is not forgotten: the brand.
Brian Rafferty
May 2020
Insights
Brand voice and crisis
Voice is important in times of crisis, not least because there’s an unprecedented volume of communication happening right now. Not all of these messages are coming from brands, but still, it’s important to keep in perspective just how dense the forest of communications is right now. It’s also instructive to examine how different brands are putting voice to good use in order to transcend the transactionality of the typical day-to-day and rise to the current occasion—or not doing so. Saying “we care, and we’re doing something” might seem cut-and-dry, but plenty of brands have been criticized for coming across as boastful or sales-focused in communicating their Covid-related efforts or responses.
Siegel+Gale
May 2020
Insights
Brand voice and crisis
Voice is important in times of crisis, not least because there’s an unprecedented volume of communication happening right now. Not all of these messages are coming from brands, but still, it’s important to keep in perspective just how dense the forest of communications is right now. It’s also instructive to examine how different brands are putting voice to good use in order to transcend the transactionality of the typical day-to-day and rise to the current occasion—or not doing so. Saying “we care, and we’re doing something” might seem cut-and-dry, but plenty of brands have been criticized for coming across as boastful or sales-focused in communicating their Covid-related efforts or responses.
Siegel+Gale
May 2020
We can learn from recent crises to inform how brands should react and adapt to the current environment. Using past recessions and the 9/11 terrorist attacks as historical guides, here are six strategic behaviors to help your brand navigate a yet-to-be-defined future.
Kaitlin Smith
April 2020
Insights
Six behaviors for brands in times of crisis and recession
We can learn from recent crises to inform how brands should react and adapt to the current environment. Using past recessions and the 9/11 terrorist attacks as historical guides, here are six strategic behaviors to help your brand navigate a yet-to-be-defined future.
Kaitlin Smith
April 2020
Brand is a compass for familiar territories and uncharted waters. Doubling down on brand values during challenging times delivers organizational direction when it matters most. The teams that will be able to accomplish this throughout this global health crisis will emerge more robust.
Siegel+Gale
April 2020
Insights
3 simple steps to foster employee engagement during unprecedented times
Brand is a compass for familiar territories and uncharted waters. Doubling down on brand values during challenging times delivers organizational direction when it matters most. The teams that will be able to accomplish this throughout this global health crisis will emerge more robust.
Siegel+Gale
April 2020
Insights
Bringing simplicity to trying times
We see the difficult road ahead as a clarion call for simplicity. We see the obstacles in our path as an invitation for kindness. And as our world faces down this common foe, we’re ready to take complexity out of the challenge.
David Srere + Howard Belk
March 2020
Insights
Bringing simplicity to trying times
We see the difficult road ahead as a clarion call for simplicity. We see the obstacles in our path as an invitation for kindness. And as our world faces down this common foe, we’re ready to take complexity out of the challenge.
David Srere + Howard Belk
March 2020
Whether you're looking to name a pet or a company, these tips and tricks from the world of branding can help.
Siegel+Gale
March 2020
Insights
4 company naming strategies that helped me name my dog
Whether you're looking to name a pet or a company, these tips and tricks from the world of branding can help.
Siegel+Gale
March 2020
In the best experiences, technology is invisible; it’s what brings your experience to life, make things easier to deliver – but not the thing people leave talking about.
Jenna Isken
March 2020
Insights
The technology tightrope setup by brand experience
In the best experiences, technology is invisible; it’s what brings your experience to life, make things easier to deliver – but not the thing people leave talking about.
Jenna Isken
March 2020
Whatever we call it, impending climate doom is upon us if we don’t act quickly. Global leaders have been sluggish, and by and large, individuals have failed to see the need for immediate action. But maybe branding can help. Perhaps a new name will shift the needle, even if just a little.
Siegel+Gale
February 2020
Insights
Renaming climate change: Can a new name finally make us take action?
Whatever we call it, impending climate doom is upon us if we don’t act quickly. Global leaders have been sluggish, and by and large, individuals have failed to see the need for immediate action. But maybe branding can help. Perhaps a new name will shift the needle, even if just a little.
Siegel+Gale
February 2020
The halcyon days of pre-financial crisis banking have left a hangover. Emerging talent has internalized outdated stereotypes of bankers, and the rest of the industry has been tarnished by association. This raises the question—will the Financial Services sector continue to follow a path of least resistance, or will it actively defy the self-selection bias and identify and target a subsegment of youth better oriented to the future of the industry?
Ben Osborne
January 2020
Insights
Gen Z study explores how financial services can leverage brand to attract diverse talent
The halcyon days of pre-financial crisis banking have left a hangover. Emerging talent has internalized outdated stereotypes of bankers, and the rest of the industry has been tarnished by association. This raises the question—will the Financial Services sector continue to follow a path of least resistance, or will it actively defy the self-selection bias and identify and target a subsegment of youth better oriented to the future of the industry?
Ben Osborne
January 2020