Brands today are dynamic. They no longer shout from the rooftops in a one-way conversation. They shift and morph and are felt by different audiences – customers, employees, partners and investors alike. How brands show up today is scrutinised by these diverse groups, where the touch point with the weakest experience is remembered twice as much as the positive one.

Siegel+Gale

April 2021

As we embark on 2021, we still do not know when this pandemic period will end. Today, “normal” means a world of constant change and upheaval. Whether you rebrand to signify the next step in your company’s evolution or a renewed emphasis on your purpose, one thing is certain—for companies who are announcing a brand change, the focus should be on people, not logos and taglines.

Katie Conway

March 2021

What’s my definition of branding? Simple: it’s any individual’s experience with any part of an organization...anywhere and anytime. A brand is built (or not) every time a candidate walks into an organization for an interview, every time a customer returns a product to a retail store, or every time someone browses an offering on a website or digital device. A brand is what happens to you when you touch a company. Strongly branded organizations align those experiences to reinforce the brand promises they make in marketing. And that’s a job that never, ever ends.

Siegel+Gale

March 2021

Fans should not be surprised that the Cleveland Indians are undergoing a name change — the writing’s been on the wall for years. For several seasons now, Indigenous people and allies have protested the team each Opening Day demanding change. The Indians front office have signaled that they have been listening and took the first step a couple years ago retiring their undeniably racist “Chief Wahoo” logo in 2018.

Siegel+Gale

February 2021

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

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

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

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

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