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

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

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

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

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

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

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

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

Branding firms are popularly thought of as creating brands. The truth is, we spend a good deal of our time rationalizing them. We call this disciplinebrand architecture.As the term implies, brand architecture defines the structure of brands within a portfolio, and so it is closely related to portfolio strategy...

James Withey + Lea Chu

Research

Brand Architecture – Streamline. Simplify. Amplify.

Branding firms are popularly thought of as creating brands. The truth is, we spend a good deal of our time rationalizing them. We call this disciplinebrand architecture.As the term implies, brand architecture defines the structure of brands within a portfolio, and so it is closely related to portfolio strategy...

James Withey + Lea Chu

Over the last two decades, marketers and branders have continuously tried to determine how to reach the new, younger generation. Millennials, also known as Generation Y, are the focus of so much brand research. Should brands be adapted to this generation and its specific desires?

Aaron Hall

Research

Naming for Generations

Over the last two decades, marketers and branders have continuously tried to determine how to reach the new, younger generation. Millennials, also known as Generation Y, are the focus of so much brand research. Should brands be adapted to this generation and its specific desires?

Aaron Hall

Every consumer is on their own journey – towards a more environmentally conscious and sustainable future. When it comes to electric vehicles (EVs), the pace of that journey to adoption varies based on consumers’ readiness for broader lifestyle change. In order to understand how the gap to electric vehicle adoption can be bridged, automotive companies need … Continued

Ben Osborne & Liz Olsen

Research

Leveraging brand to bridge the adoption gap

Every consumer is on their own journey – towards a more environmentally conscious and sustainable future. When it comes to electric vehicles (EVs), the pace of that journey to adoption varies based on consumers’ readiness for broader lifestyle change. In order to understand how the gap to electric vehicle adoption can be bridged, automotive companies need … Continued

Ben Osborne & Liz Olsen

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

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

Navigating the current landscape is complicated, so to better illuminate the road ahead, we turned to our community of CMOs. We spoke with brand leaders from around the globe on their experiences in marketing and conducting business amid the global pandemic. Here they share their insights into what it has been like living and working over the past few months...

Brian Rafferty

Research

In their words: CMOs on navigating COVID-19

Navigating the current landscape is complicated, so to better illuminate the road ahead, we turned to our community of CMOs. We spoke with brand leaders from around the globe on their experiences in marketing and conducting business amid the global pandemic. Here they share their insights into what it has been like living and working over the past few months...

Brian Rafferty

It’s a COVID-19 world, and in that world, branding— creating, managing and growing brands—has changed. Whether you’re B2B or B2C, what matters now is what to do about it. We believe every CMO and Brand Marketer should focus on the following five priorities…  

Jason Cieslak

Research

Five Things Every CMO or Brand Marketer Should Be Doing Right Now

It’s a COVID-19 world, and in that world, branding— creating, managing and growing brands—has changed. Whether you’re B2B or B2C, what matters now is what to do about it. We believe every CMO and Brand Marketer should focus on the following five priorities…  

Jason Cieslak