Siegel Gale: Brand Consulting, Experience, Strategy, and Design - Marketing

The 10 pitfalls of naming

From rushing the naming process to falling in love with a name before it's vetted, the pitfalls of naming can derail even the best ideas. Lea Chu, [...]

The United States Steel drama: How branding can forge a unified future

For those of us in the B2B brand world, corporate acquisitions and restructurings are the dramas we follow most closely. The plots are complex, the [...]

The secret to simplicity

The world feels more complex than ever right now. There’s more choice, more speed and customer journeys are more convoluted. For brands, there are more [...]

Your users' brains are being rewired (and your website is giving them a headache)

That slick website you just launched? It's already causing your users actual pain. Not because your tech stack is outdated or your content is stale [...]

Behind a leading diabetes research foundation’s rebrand

JDRF takes on the name Breakthrough T1D as it dispels the notion that only children are diagnosed with Type 1 diabetes.

Navigating brand management in the current era of corporate spin-offs: a guide for CMOs

The election of Donald Trump will herald a substantial shift in philosophy at the Federal Trade Commission (FTC), primarily in the form of a more relaxed [...]

The anti-hype AI playbook: what marketing leaders aren't talking about

Skip the AI press releases. Start small, focus on results and build capability before scaling. The winners aren't talking because they're too [...]

Dare to simplify

From our perspective, the world can be divided into two camps: simplifiers and everyone else.  As creatives and brand-builders, we thrive when tackling [...]

Olympic Marketing 2.0 | How Brands are Winning Gold thru Unity

How savvy brands are rewriting the Olympic marketing playbook, transforming the world’s biggest sporting event into a catalyst for unity.

Greatest wealth transfer in history will create brand challenges for wealth manager

Gen X, Millennials and Gen Z are set to inherit $84 trillion in assets. As wealth shifts hands, wealth management firms will need to shift how they go to [...]

Brand experiences create memories

Has your brand created deeper bonds in your sector? Is your brand experience cohesive, consistent and compelling? Senior Strategy Director, Patrick Kampff, [...]

In their words: Healthcare looking to the future

Over the last few years, the healthcare industry has arguably seen some of the most considerable changes, outside and in. Through our conversations, the [...]

Adswerve Brand Identity Update | Rebrand Project

Our practitioners about our brand identity work for Adswerve, the award-winning tech consultancy and leading Google and Adobe partner.

Tether: Turning the largest stablecoin into a digital disruptor

In this SMPL Q+A, we speak with our Design Director, James Snook, about our work with Tether.

The great small-format store experiment – brand boon or bust for retailers?

Brian Rafferty, Global Director, Business Analytics & Insights, delves into why simplicity matters more than ever to the consumer experience and how [...]

Managing the C-suite for a brand-building strategy

For today’s CMOs, it can be a big-time challenge to convince a room full of impatient C-suiters that the pay-off to a ‘rebrand’ will not be in the next [...]

Andy Humphreys joins Siegel+Gale as Strategy Director for Middle East

"I'm thrilled to join a firm that embodies the power of simplicity. Throughout my career, I have consistently focused on crafting brand [...]

Brand building in the age of chaos

Rishi Dhir, Head of Strategy, EMEA, on the power of unexpected creativity.

What can Chanel and the NBA teach us about the secret to brand longevity?

Some brands have it, others don’t. Strategist, Flora de la Mortiere, asks: how do you build a brand that stands the test of time?

Brand promises, delivered: the philosophy within

A brand experience philosophy is the overarching strategy behind creating meaningful experiences that differentiate the brand from competitors. It works [...]

What’s breaking the news? A fresh look at experience perceptions of the media industry

This article originally appeared in ANA. We all encounter media and news. Papers, TV, online sources, news apps—the channels are ever-expanding. With one [...]

Dory Ellis Garfinkle joins Siegel+Gale as Chief Marketing Officer

Global brand experience firm Siegel+Gale today announced the appointment of Dory Ellis Garfinkle as chief marketing officer. Ellis Garfinkle joins [...]

What’s on the minds of brand leaders in 2024?

Since January, Siegel+Gale has been holding dinners with senior brand leaders across major West Coast cities. Dinner attendees represented the who’s who in [...]

Bridging trust: humanizing technology in finance

This article originally appeared in Little Black Book. It’s only Tuesday, and it already feels like one of those weeks at work. You’ve been on [...]

The role of brand in M&A: Technology

AI and brand management: how technology can keep creative output true to a brand's identity

AI is reshaping how we think about the creative process. The next frontier will change how brands are built and managed, and the call to harness new AI [...]

Simply Smarter: A brand experience newsletter

After 2023's slump, a surge of megadeals suggests a potential revival in mergers and acquisitions. As activity heats up, how can brands maximize the [...]

The role of brand in M&A: Technology

AI: transforming work in the fourth industrial revolution

We speak to Harriett Hindmarsh, Chief Marketing Officer, AECOM and Nicholas Jenkins-Smith, Design Director, Siegel+Gale, about the role of AI in their [...]

The formula for irrational love

Group Director, Experience, Jenna Isken, shares her own journey as a Bobbie mom and what brands can learn from the U.S.' first and only mom-founded [...]

AI, brands and the importance of simplicity with Philip Davies

Philip Davies, President, EMEA took the stage at The Economist's 4th annual Business Innovation Summit, "Harnessing AI: from Fear to [...]

As M&A rebounds, ‘it all hinges upon the CMO having a seat at the table’

As C-Suites look for growth through mergers and acquisitions, marketers at those companies face questions: What happens to the brands? Do they become one? [...]

Simply Smarter: A brand experience newsletter

From the latest mergers and acquisitions re-shaping the business landscape to the buzz surrounding Super Bowl LVIII, we’ve got you covered. But [...]

Digital innovation in hospitality makes for simpler customer experiences

Senior Strategy Director, Patrick Kampff, draws on the tenth edition of World’s Simplest Brands to explore how the hospitality sector has weathered the [...]

How auto brands can transform the consumer experience

How can brands in the automotive industry transform the consumer experience? The solution lies in merging experiential and educational moments, turning [...]

How to pick a name for your AI startup

In the world of exploding innovation in the AI industry, a great name paired with a great product can elevate your technology. But what should you consider [...]

Brand promises, delivered: moments of truth

We know that brand is a powerful lever for transformation, growth and culture, but it’s powerless until it ‘shows up.’ How your brand is experienced is [...]

In the news | World's Simplest Brands Tenth Edition

From where they shop to how they communicate, people put a premium on experiences that are easy to understand; transparent and honest; caring for and [...]

In memoriam Gloria Siegel

We’d like to take a moment to remember Gloria Siegel, who passed away Sunday morning, February 25. Gloria was Alan’s wife, business partner and soulmate [...]

Jared Taylor on the power of Brand-led Change

In SMPL Q+A, we interview our practitioners on all things relevant to branding, design and simplicity. Here, we speak with Jared Taylor, Associate [...]