In their words, Siegel+Gale’s ongoing Chief Marketing Officer study series, surveys marketing leaders across diverse industries with an eye to the many impacts and changes wrought by the Covid-19 pandemic era.
Siegel+Gale
January 2023

Research
In their words: Financial Services navigating challenges
In their words, Siegel+Gale’s ongoing Chief Marketing Officer study series, surveys marketing leaders across diverse industries with an eye to the many impacts and changes wrought by the Covid-19 pandemic era.
Siegel+Gale
January 2023

Research
Working Hard, or Hardly Working
In the conclusion of his three-part series on the foundations of consumer needs, our Group Director of Experience, Jared Fink, analyzes how, despite their best storytelling and marketing efforts, many hotels aren’t checking in trends or brand-led experiences.
Siegel+Gale
November 2022

Research
Working Hard, or Hardly Working
In the conclusion of his three-part series on the foundations of consumer needs, our Group Director of Experience, Jared Fink, analyzes how, despite their best storytelling and marketing efforts, many hotels aren’t checking in trends or brand-led experiences.
Siegel+Gale
November 2022

Research
The Plateau
Our Group Director of Experience, Jared Fink, presents part two of his three-part series examining fundamental consumer needs. Exploring the health-and-wellness industry, Jared discusses how brands must create an ecosystem of brand-led experiences to attract customers.
Jared Fink
October 2022

Research
The Plateau
Our Group Director of Experience, Jared Fink, presents part two of his three-part series examining fundamental consumer needs. Exploring the health-and-wellness industry, Jared discusses how brands must create an ecosystem of brand-led experiences to attract customers.
Jared Fink
October 2022

Research
The Core, the Unmet and the Desired
This op-ed by Group Director of Experience Jared Fink is part of a three-part series analyzing consumer needs at their most basic elements. First up, Jared examines how to design experiences in the airline industry that reduce friction and complexity, and satisfy the three facets of consumer needs.
Jared Fink
October 2022

Research
The Core, the Unmet and the Desired
This op-ed by Group Director of Experience Jared Fink is part of a three-part series analyzing consumer needs at their most basic elements. First up, Jared examines how to design experiences in the airline industry that reduce friction and complexity, and satisfy the three facets of consumer needs.
Jared Fink
October 2022
“In our words,” Siegel+Gale’s ongoing Chief Marketing Officer study series, surveys marketing leaders across diverse industries with an eye to the many impacts and changes wrought by the Covid-19 pandemic.
Siegel+Gale
February 2022

Research
In their words: Healthcare looking to the future
“In our words,” Siegel+Gale’s ongoing Chief Marketing Officer study series, surveys marketing leaders across diverse industries with an eye to the many impacts and changes wrought by the Covid-19 pandemic.
Siegel+Gale
February 2022
The economic meltdown caused by the Covid-19 pandemic will have severe secular repercussions in the US, Europe and around the world. The financial reengineering and corporate restructuring soon to occur is certain to result in a spate of mergers, acquisitions and divestitures. Some of these transactions will be domination plays, where financially stable market leaders will acquire vulnerable competitors, coveted technologies or entry to new markets...
Howard Belk + Matt Egan
September 2022

Research
Brand building for the coming wave of corporate M&A
The economic meltdown caused by the Covid-19 pandemic will have severe secular repercussions in the US, Europe and around the world. The financial reengineering and corporate restructuring soon to occur is certain to result in a spate of mergers, acquisitions and divestitures. Some of these transactions will be domination plays, where financially stable market leaders will acquire vulnerable competitors, coveted technologies or entry to new markets...
Howard Belk + Matt Egan
September 2022
According to Harvard professor Gerald Zaltman, 95% of purchasing choices are subconscious. Princeton researchers also found that it took less than 0.1 seconds for people to form judgements about faces from pictures they were shown. The question is then, how do you appeal to customers’ subconscious in little more than a split second?
Sophie Lutman
July 2021

Research
Visual Identity: Fixed. Flexible. Simple.
According to Harvard professor Gerald Zaltman, 95% of purchasing choices are subconscious. Princeton researchers also found that it took less than 0.1 seconds for people to form judgements about faces from pictures they were shown. The question is then, how do you appeal to customers’ subconscious in little more than a split second?
Sophie Lutman
July 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

Research
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

Research
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

Research
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
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

Research
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