While start-ups can often consider agility to be an advantage, incumbents are frequently better placed when it comes to branding. Heritage, often synonymous with purpose, is something grown, not created, and it's something incumbent financial institutions tend to have in abundance. However, a brand doesn't need heritage to be authentic—it merely requires a foundation or a purpose rooted in truth.

James Snook

January 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

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

Our Co-CEO + Chief Creative Officer Howard Belk recently sat down with Josh Miles of the Obsessed Show to discuss how we help our clients bring compelling stories to life, what the future holds for brand experience and the enduring power of simplicity.

Howard Belk

December 2020

In SMPL Q+A, we interview Siegel+Gale practitioners on all things relevant to branding, design and simplicity. Here our Senior Director of Strategy Britt Bulla + GE’s Director of Global Brand Zara Mirza share how to discover a purpose that sticks, how we crafted GE’s new brand purpose and some of the key tenets for successfully unlocking purpose at your organization. 

Siegel+Gale

November 2020

This article originally appeared in B2B Marketing. For too long, companies have struggled to place a dollar value on their brands. A new methodology for ascertaining brand value is required—and … Continued

Brian Rafferty

September 2020

There’s no shortage of lessons communicators can extract from the ongoing COVID-19 crisis, but one really stands out. Simple communication wins the days. The underlying principles that guide effective communications in times of great urgency apply in more ordinary times as well.

Siegel+Gale

September 2020

Whether your business model is shifting, you’re undergoing a merger or acquisition or you’re trying to reach a new audience, chances are your company will need to revisit its brand. When CEOs contemplate a considerable challenge such as a rebrand, they tend to focus on the exhilarating first half of the marathon — a new name to signal change or an impressive new visual identity. But it’s the second half of the race that is the most critical and requires as much — if not more — attention.

Lisa Kane

August 2020

In a world facing disruption on multiple fronts, auditory elements also offer marketers versatility to sync with rapidly changing preferences and environments. From identity systems to product design and brand engagement, staying ahead of the curve will require brands to leap into a dimension not only of sight but of sound and mind.

Siegel+Gale

August 2020

The Washington Redskins made the right decision to move away from a name perceived as racist. Other professional sports teams are now mulling their next play. Our group director of naming, Aaron Hall, explains why and how these teams can score a big win by progressing forward.

Siegel+Gale

August 2020