Siegel+Gale Says: Recent Episodes
Siegel+Gale
Siegel+Gale Says is a podcast highlighting our brand consultants’ points of view in audio format. Each episode draws on the rigor and expertise of our practitioners across the US and around the world.
Siegel+Gale is a premier brand strategy, design and experience firm. For the last 50 years, we have helped build the world’s leading brands through strategies, stories and experiences that are elegantly simple and unexpectedly fresh. When organizations have complex brand building questions—whether around mergers & acquisitions, strategic positioning, brand identity, experience, or growth—they turn to our experts.
You can read more thought leadership pieces, explore our work and get in touch at siegelgale.com
In this episode, our Global CMO, Margaret Molloy reads "Why B2B branding is more important than ever." Margaret discusses why a strong brand is vital for success in B2B.
Welcome to Unlocking Brand, where our global brand experts host live case studies, deliver actionable insights, and answer key questions on the topics that matter to brand marketers today.
In this episode, our President for EMEA, Philip Davies, and Director of Insights for EMEA, Ben Osborne discuss the importance of fact-based branding and how research can drive customer engagement and loyalty.
In this episode, our Group Director of Naming Aaron Hall reads, “By playing a long game, the Commanders scored big with their rebrand.” Aaron explores the Washington Football Team’s new name, and how the move represents not only a step in the right direction when it comes to social good but also an astute branding decision.
In this episode, our Strategist Emma Lewis reads, “Utilizing brand to drive an authentic response to climate change in the energy industry.”
Originally published in The Drum, Emma takes a closer look at the role global brands play in the fight against climate change, the parallels between the Covid-19 pandemic and the climate crisis, and how to leverage brand to drive authenticity.
In this episode, our Head of Strategy for EMEA, Liz Olsen, reads, “Are you ready for Generation Z?” Today’s brands are likely to be held to even higher standards in the future. With Gen Z --people born from 1995 to 2010--now moving into the workforce and starting to earn a level of disposable income, its constituents will undoubtedly be the target focus of many brands.
From sustainability to DEIB to brand purpose, Liz shares ways to lay the groundwork for a future where these young consumers can become a brand’s next generation of powerful advocates.
In this episode, our Global Director of Business Analytics & Insights Brian Rafferty reads, “From premium products to premium experiences, consumers want radical simplicity.” Originally published in The Drum, Brian examines the findings of our latest World's Simplest Brands study. He explores why the last two years have made simplicity the baseline for the modern consumer experience and discusses the three key trends the top-performing brands are leaning into in 2022--and how to take advantage of them.
Welcome to our new series, Unlocking Brand, where our global brand experts host live case studies, deliver actionable insights, and answer key questions on the topics that matter to brand marketers today.
In this episode, our President for the Pacific Rim, Jason Cieslak, and our Group Director of Naming, Aaron Hall are joined by Maurice Jones, CEO of OneTen to discuss the brand’s evolution and how we partnered with the coalition to help brand the promise of economic empowerment for Black talent in America.
Welcome to our new series, Unlocking Brand, where our global brand experts host live case studies, deliver actionable insights, and answer key questions on the topics that matter to brand marketers today.
In this episode, our Creative Director, Dalia Fawaz, and Managing Director, Zouheir Zoueihed, are joined by Souad AlSerkal, Vice President of Strategic Communications at Tabreed, for a conversation on how through our partnership she helped transform a utility company into an essential services brand.
Welcome to our new series, Unlocking Brand, where our global brand experts host live case studies, deliver actionable insights, and answer key questions on the topics that matter to brand marketers today.
In this episode, our Global Chief Marketing Officer, Margaret Molloy, and former Senior Director of Strategy, Britt Bulla are joined by Zara Mirza, Head of Global Marketing at GE for a discussion on how we crafted GE’s new brand purpose and the key tenets for successfully unlocking purpose at your organization.
Welcome to our new series, Unlocking Brand, where our global brand experts host live case studies, deliver actionable insights, and answer key questions on the topics that matter to brand marketers today.
In this episode, our President for the Pacific Rim, Jason Cieslak and Group Director of Brand Communication, Gina Kim are joined by Marietta Hannigan, Executive Vice President - Chief Strategy, Corporate Development & Communications Officer at Jacobs, for a conversation on how to weave inclusion and diversity into the fabric of your brand.
In this episode, our Associate Director, Naming, Gabriele Zamora, reads, “Why Metaphors Make Powerful Brand Names.” We utilize metaphors—the figure of speech that compares two things—to add texture to our writing and daily conversations. But they can also create a sense of intimacy and heighten our understanding of others’ emotions. Originally published in BXP Magazine, Gabriele explores the intersection of metaphors, branding and naming, and what makes a metaphor such a compelling brand name.
In this episode, our Associate Director of Brand Communication, Sarah Grieb, reads, “How to communicate with compassion when all we have is words.” During times of crisis, our natural inclination is to reach out, quite literally. But in our current age of remote work and social distancing, how can we connect when all that’s left is our voice? Originally published on SiegelGale.com, Sarah shares 5 tools to help you create communication that shows up for people.
Welcome to our new series, Unlocking Brand, where our global brand experts host live case studies, deliver actionable insights and answer key questions on the topics that matter to brand marketers today.
In this episode, Lori Kaplan, Executive Director, Corporate Brand, Bristol Myers Squibb joins our Co-CEO + Chief Creative Officer Howard Belk + our Creative Director Rafael Medina for a conversation on building an inclusive brand, breaking through in the pharma industry and bringing purpose to life using design.
In this episode, our Director of Brand Communication, Casey Seijas reads, “A new human normal.” Brands today have the chance to peel off the many layers of overwrought—and over-thought—messaging and identity and hone in on what makes them part of the global community. Originally published in Branders Magazine, Casey explores this very unique juncture in brand storytelling.
In this episode, our Design Director Nijel Taylor reads, "Three qualities of a memorable logo." No matter the reason for your brand-building exercise, your logo is likely to command a significant share of the conversation. And while designing a new brand identity requires a certain amount of creative kismet, there are key principles one must observe throughout the creative process. Originally published in The Drum, Nijel defines three qualities that can ensure you achieve a memorable brand identity.
In this episode, our Senior Strategy Director, Katie Conway, reads, "Launching a brand without shaking hands.” Whether your rebrand indicates the next step in your company’s evolution or a renewed emphasis on your purpose, one thing is for sure—when announcing a brand change, the focus should be on your people. Originally published in Branders Magazine, Katie offers three fundamental principles that can ensure success, establish trust and inspire confidence.
In this episode, our Executive Director, EMEA James Withey reads, "Brand Architecture: Five tips for rationalizing your portfolio in 2021." Originally published on SiegelGale.com, James shares five ways to help ensure that an exercise in brand rationalization drives the desired efficiencies, while allowing you to continue strengthening those brands that made the cut.
In this episode, our Global CMO Margaret Molloy reads "Six reasons to rebrand." There are countless reasons for embarking on a rebrand--from launching a new product to overcoming a tarnished reputation to keeping up with evolving customer needs. Originally published in Branders Magazine, Margaret outlines six scenarios when a company might want to consider rebranding.
In this episode, our Co-CEO and Chief Strategy Officer David Srere reads, “What makes branding different?" Most people don't have a clear point of view on the topic of branding. Often times, it’s included under one umbrella, along with advertising, public relations and crisis communications. But branding is not like the rest. Originally published on CMO.com, David explores three significant ways branding stands apart as its own distinct practice.
In this episode, our Associate Strategist Victoria Kurzweg reads, “The sound of simplicity.” In a world facing disruption on multiple fronts, auditory elements offer marketers the versatility to sync with rapidly changing preferences and environments. Originally published on WARC, Victoria explores why sonic branding is vital for a connected experience.
In this episode, our Director of Brand Communication, Derrick Mead, reads “Brand voice and crisis.” Originally published on siegelgale.com, Derrick explores why brand voice is so crucial now more than ever.
In this episode, our Head of Insights for EMEA, Ben Osborne, reads “Leveraging brand to bridge the adoption gap.” Every consumer is on their own journey. When it comes to electric vehicles, the pace of that journey to adoption varies based on their readiness for broader lifestyle change. Originally published on siegelgale.com and co-authored with Senior Director of Strategy for EMEA, Liz Olsen, this whitepaper explores the journey to understand the role of electric vehicles within said journey and to uncover barriers to EV adoption.
In this episode, our Senior Director of Strategy, Melanie McShane, reads “The real value of brand purpose emerges.” Originally published on siegelgale.com, and co-authored with co-CEO and Chief Strategy Officer David Srere, this article explores how brand leaders are viewing purpose as a call to do more with less; as a tool to pivot quickly and blend empathy with science for authentic, impactful action.
In this episode, our Group Director of Naming, Aaron Hall, reads “Renaming Climate Change: Can a new name finally make us take action?” Originally published in AdAge, Aaron explores how naming can be used to rebrand climate change and inspire people to take notice—and more importantly, action.
In this episode, our Group Director of Brand Communication, Billy Kingsland, reads, “Simple communications are crucial now—and always.” Originally published on Ragan.com, Billy explains why communicators must prioritize clarity, honesty and meaningful content in order to succeed.
In this episode, our President for the Pacific Rim, Jason Cieslak, reads “Five Things Every CMO or Brand Marketer Should Be Doing Right Now.” In a post-pandemic world, branding—creating, managing and growing brands—has changed. Whether you’re B2B or B2C, what matters now is what to do about it. Originally published on siegelgale.com, Jason’s whitepaper examines the five priorities that CMOs and brand marketers should focus on over the next 3 to 24 months.
In this episode, our Executive Director of Strategy, Matt Egan, reads “Brand building for the coming wave of corporate M&A.” Originally published on siegelgale.com, and co-authored with co-CEO and chief creative officer Howard Belk, this whitepaper outlines five principles that will spell success for any M&A-related brand exercise, helping brand managers to design processes and outcomes that mobilize employees and customers alike.
In this episode, our Senior Director of Strategy for EMEA, Liz Olsen, reads, “Tell me your story: Branding and emerging technology.” Originally published on siegelgale.com, Liz’s article discusses the importance of developing a customer-facing narrative that states in a clear, concise and compelling way what you offer to the world.
In this episode, our Group Director of Strategy, Lisa Kane, reads, “An open letter to a CEO: Considerations for rebranding.” When CEOs contemplate a considerable challenge, such as a rebrand, they tend to focus on the exhilarating first half of the marathon. But it’s the second half of the race that is the most critical and requires as much — if not more — attention. Originally published on Medium, Lisa explains why when it comes to rebranding, leaders must determine, is refreshing the brand merely a change of sign, or is it a sign of change?
In this episode, our Group Director of Business Analytics + Insights, Brian Rafferty, reads, “How to not forget brand ROI and still focus on the essential in uncertain times.” Originally published on siegelgale.com, Brian’s whitepaper is a reminder that brand is a core business asset, key to survival and longer term growth.