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A global pandemic. Economic uncertainty. Political limbo. Racial inequality. To say 2020 is an “annus horribilis” unlike we’ve ever experienced would be an understatement. But in the words of our co-CEOs, we viewed these obstacles as a clarion call for simplicity. As we look to the year ahead, what’s top of mind for branding experts? Our practitioners weigh in on how companies can differentiate themselves in 2021.

Siegel+Gale

Press Room

2021 predictions on the future of branding

A global pandemic. Economic uncertainty. Political limbo. Racial inequality. To say 2020 is an “annus horribilis” unlike we’ve ever experienced would be an understatement. But in the words of our co-CEOs, we viewed these obstacles as a clarion call for simplicity. As we look to the year ahead, what’s top of mind for branding experts? Our practitioners weigh in on how companies can differentiate themselves in 2021.

Siegel+Gale

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

Media Mentions

Obsessed Show: The future of brand experience

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

Lisa Kane spoke to Reuters about P+G's pivots during COVID. Mel McShane was quoted in Adweek's cover story on Restoration Hardware’s brand evolution. Jason Cieslak spoke to Forbes about new client audiences. Our design work for SADA was featured in Brand New, Graphic Design USA and Transform. Britt Bulla chatted with CNN Business about brand extensions in the cannabis industry. Matt Egan spoke to The Wall Street Journal about Samsung’s marketing campaign, which featured an ‘80s rock band. Our design work on reimagining the “I Voted” sticker was covered in AdAge and on NY1 News. And our Future of Branding event series was covered by Brandberries.

Siegel+Gale

Media Mentions

Fall 2020 Media Mentions

Lisa Kane spoke to Reuters about P+G's pivots during COVID. Mel McShane was quoted in Adweek's cover story on Restoration Hardware’s brand evolution. Jason Cieslak spoke to Forbes about new client audiences. Our design work for SADA was featured in Brand New, Graphic Design USA and Transform. Britt Bulla chatted with CNN Business about brand extensions in the cannabis industry. Matt Egan spoke to The Wall Street Journal about Samsung’s marketing campaign, which featured an ‘80s rock band. Our design work on reimagining the “I Voted” sticker was covered in AdAge and on NY1 News. And our Future of Branding event series was covered by Brandberries.

Siegel+Gale

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.

Billy Kingsland

Media Mentions

Simple communications are crucial now—and always

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.

Billy Kingsland

Victoria Kurzweg explored why sonic branding is vital for a connected experience in a byline for WARC. Doug Sellers weighed in on the new Biden-Harris logo design for Fast Company. The Washington Post interviewed Brian Rafferty about TikTok making Microsoft cool again. In The Drum, Aaron Hall explained how sports teams with problematic names can score big … Continued

Siegel+Gale

Media Mentions

August 2020 Media Mentions

Victoria Kurzweg explored why sonic branding is vital for a connected experience in a byline for WARC. Doug Sellers weighed in on the new Biden-Harris logo design for Fast Company. The Washington Post interviewed Brian Rafferty about TikTok making Microsoft cool again. In The Drum, Aaron Hall explained how sports teams with problematic names can score big … Continued

Siegel+Gale

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.

Aaron Hall

Media Mentions

Braves, Indians, Blackhawks and Chiefs: What these teams should do right now about their brands

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.

Aaron Hall

To better comprehend the current landscape and illuminate the road ahead, we turned to our community of CMOs. Our latest study provides an exclusive oral history of how 26 global CMOs processed COVID-19. These leaders shared their insights into what it has been like living and working over the past several months. The decisions made by these CMOs are characterized by tremendous tension—protecting employees’ safety and revenues, supporting the community and keeping the enterprise healthy, being distinct from other brands while aligning with people’s shifting concerns and behaviours.

Margaret Molloy

Media Mentions

In their words: The skills used by global CMOs to navigate COVID-19

To better comprehend the current landscape and illuminate the road ahead, we turned to our community of CMOs. Our latest study provides an exclusive oral history of how 26 global CMOs processed COVID-19. These leaders shared their insights into what it has been like living and working over the past several months. The decisions made by these CMOs are characterized by tremendous tension—protecting employees’ safety and revenues, supporting the community and keeping the enterprise healthy, being distinct from other brands while aligning with people’s shifting concerns and behaviours.

Margaret Molloy

Billy Kingsland penned a byline where he identified three factors that defines simplicity in communication now and always. Our co-CEO (and bike enthusiast) David Srere spoke to Adweek about the recent bike boom. Earlier this year, we interviewed 26 CMOs to assess how their priorities and tactics changed in light of COVID-19. Retail Reset interviewed  Brian Rafferty to learn … Continued

Siegel+Gale

Media Mentions

July 2020 Media Mentions

Billy Kingsland penned a byline where he identified three factors that defines simplicity in communication now and always. Our co-CEO (and bike enthusiast) David Srere spoke to Adweek about the recent bike boom. Earlier this year, we interviewed 26 CMOs to assess how their priorities and tactics changed in light of COVID-19. Retail Reset interviewed  Brian Rafferty to learn … Continued

Siegel+Gale

In April and May, we interviewed a panel of CMOs to assess how their priorities and tactics changed in light of COVID-19. The situation has evolved significantly since then, so Retail TouchPoints' Alicia Esposito caught up with our Global Director, Business Analytics & Insights Brian Rafferty to see what has changed and what marketers need to know. Learn how to reassess your brand’s mission and values and use marketing to reaffirm purpose and drive value for your consumers.

Brian Rafferty

Media Mentions

TouchPoints TV: Using marketing to reaffirm purpose and value

In April and May, we interviewed a panel of CMOs to assess how their priorities and tactics changed in light of COVID-19. The situation has evolved significantly since then, so Retail TouchPoints' Alicia Esposito caught up with our Global Director, Business Analytics & Insights Brian Rafferty to see what has changed and what marketers need to know. Learn how to reassess your brand’s mission and values and use marketing to reaffirm purpose and drive value for your consumers.

Brian Rafferty

There are plenty of words and phrases that many of us would be happy never to hear again. Quantitative easing. Congestion charging. And for England football fans ‘penalty shoot-out’ almost always invokes fear beyond measure.

Philip Davies

Media Mentions

Simply safe, rather than distant

There are plenty of words and phrases that many of us would be happy never to hear again. Quantitative easing. Congestion charging. And for England football fans ‘penalty shoot-out’ almost always invokes fear beyond measure.

Philip Davies