Siegel+Gale Says
53 episodes - English - Latest episode: about 2 months ago - ★★★★★ - 12 ratingsSiegel+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
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Episodes
Rishi Dhir: How CMOs can simplify their brand's experience
March 14, 2024 15:06 - 11 minutes - 15.4 MBIn this episode, our Head of Strategy, EMEA, Rishi Dhir, reads: "How CMOs can simplify their brand's experience." Rishi provides practical guidance for Chief Marketing Officers (CMOs) seeking to harness the potential of brand experience, shedding light on its transformative power and offering insights into successful brands that have embraced simplicity.
Jared Taylor: 5 ways to simplify your employee experience
February 08, 2024 15:21 - 8 minutes - 12.2 MBIn this episode, our Associate Director, Brand-led Change, Jared Taylor reads: "5 ways to simplify your employee experience." Only 1 out of 4 employees find their workplace to be truly simple. But it doesn't have to be this way. From identifying your brand purpose to engaging your brand champions, Jared shares five foundational actions to simplify the employee experience.
Unlocking Brand: World's Simplest Brands Tenth Edition
December 11, 2023 19:50 - 55 minutes - 76.5 MBWelcome to our Unlocking Brand series, 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, we explore and reveal the findings from the tenth edition of our World’s Simplest Brands study. Our Global Director, Business Analytics & Insights, Brian Rafferty and Global CMO, Margaret Molloy, have an in-depth conversation that explores how consumers rank leading br...
Unlocking Brand: SADA
December 11, 2023 19:50 - 54 minutes - 75.4 MBWelcome to our Unlocking Brand series, 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, Narine Galstian, CMO, SADA, joins Matthias Mencke, Group Creative Director, Jenna Isken, Group Director, Experience and Jason Cieslak, President, Pacific Rim, Siegel+Gale, for a conversation that explores how the award-winning cloud services consultancy rebranded to dr...
Unlocking Brand: AerCap
December 11, 2023 19:39 - 51 minutes - 71.4 MBWelcome to our Unlocking Brand series, 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, Gillian Culhane, Vice President of Corporate Communications, AerCap, joins our President, EMEA, Philip Davies, Senior Strategy Director, Patrick Kampff, and Design Director, Duncan Kelly to discuss how to reposition a brand following an acquisition.
Unlocking Brand: Simplicity at work
October 06, 2023 15:48 - 54 minutes - 75.8 MBWelcome to our Unlocking Brand series, 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. Only 1 out of 4 employees find their workplace truly simple. So, what does this mean for brands? In this episode, we explore the findings from our Simplicity at work study, which shows that organizations that invest in simplifying their workplace benefit from greater trust, advocacy, e...
Clinton Clarke: Bring the bold, banish the bland
October 04, 2023 00:05 - 6 minutes - 8.52 MBIn this episode, our Digital Creative Director, Clinton Clarke reads: "Bring the bold, banish the bland." Started in 2018, the era of "blanding" led to a wide array of direct-to-consumer brands with similar minimalist aesthetics. But how can you ensure your brand banishes the stale blanding trend and joins the ever-growing wave of those breathing fresh, new life? From finding your purpose to shifting from operational to emotional, Clinton shares how your brand can go from sterile t...
Unlocking Brand: QuidelOrtho
August 29, 2023 20:16 - 55 minutes - 76.6 MBWelcome to our Unlocking Brand series, 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, Jeannine Mason, Senior Director, Corporate Marketing and Brand, QuidelOrtho, joins our Global CMO, Margaret Molloy, Strategy Director, Carolyn Griffin and Creative Director, Brice McGowen to discuss how to create a connected brand experience after a merger.
Unlocking Brand: Omnicom Health Group
August 28, 2023 21:03 - 59 minutes - 82 MBWelcome to our Unlocking Brand series, 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, Matt McNally, CEO and Joseph Bailey, EVP, Head of Marketing & Partnerships, Omnicom Health Group (OHG), join our President of the Pacific Rim, Jason Cieslak, General Manager, West Coast, Katie Conway and Creative Director, Simrit Brar, for a conversation that explores ...
Unlocking Brand: BorgWarner
July 25, 2023 18:35 - 57 minutes - 78.9 MBWelcome to our Unlocking Brand series, 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, Michelle Collins, Global Director, Marketing and Public Relations, BorgWarner, joins our Managing Director, Strategy, Matt Egan; Creative Director, Jason Miller and Global CMO, Margaret Molloy for a conversation that explores how a leading B2B company used brand as a k...
Unlocking Brand: Tirlán
June 22, 2023 20:07 - 54 minutes - 75.1 MBWelcome to our Unlocking Brand series, 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, Nicola O’Connell, Head of Consumer Development for Tirlán, joins our EMEA President, Philip Davies; Senior Strategy Director, Patrick Kampff; Group Director of Naming, Lea Chu, and Design Director, James Snook, to discuss how to successfully rebrand before, during and ...
Unlocking Brand: Glanbia
June 14, 2023 16:28 - 50 minutes - 69.2 MBWelcome to our Unlocking Brand series, 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, Martha Kavanagh, Director of Corporate Affairs, Glanbia, a better nutrition company headquartered in Ireland with 6,000+ employees globally and the home to brands including Optimum Nutrition, SlimFast and think!® Protein Bars, joins Sam Houle, Creative Director and Mar...
Unlocking Brand: Nielsen
June 01, 2023 20:03 - 59 minutes - 81.7 MBWelcome to our Unlocking Brand series, 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, Jamie Moldafsky, Chief Marketing & Comms. Officer, Nielsen, a global leader in audience measurement, data and analytics, shaping the future of media, joins Jason Cielslak, President, Pacific Rim, Lauren McDermott, Vice President, Senior Client Partner, Thom Wyatt, Glob...
Gretchen Huestis: Times May Be Changing, But the Promises You Make to Employees Never Should
May 31, 2023 16:19 - 8 minutes - 11.8 MBIn this episode, our Group Director of Brand-led Change, Gretchen Huestis reads: "Times May Be Changing, But the Promises You Make to Employees Never Should." Gretchen looks at why turbulent times are the right time to revisit your brand purpose and its associated values--and how to bring them forward into a very tangible employee experience.
Scott Wolman: Customer First, Customer Hard: Lessons for Brand Storytelling from Cobra Kai
May 03, 2023 14:58 - 7 minutes - 10.3 MBIn this episode, our Associate Director, Naming, Scott Wolman reads "Customer First, Customer Hard: Lessons for Brand Storytelling from Cobra Kai", which originally appeared in Little Black Book. Inspired by the Netflix series and sequel to the original The Karate Kid films, Cobra Kai, Scott enters the dojo of Sensei Lawrence for three tips to help your brand shift into the mentor perspective and achieve true customer-centricity.
Unlocking Brand: HPE
March 28, 2023 16:30 - 59 minutes - 81.4 MBWelcome to our Unlocking Brand series, 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, Jennifer Temple, EVP, Chief Communications Officer and Rachel Fairley, Global VP, Brand Marketing & Experience, Hewlett Packard Enterprise (HPE), join Howard Belk, Co-CEO and Chief Creative Officer and Matt Egan, Managing Director, Strategy, Siegel+Gale, for an in-dept...
Unlocking Brand: The intersection of ESG and brand building
December 16, 2022 17:33 - 58 minutes - 80.9 MBWelcome to our Unlocking Brand series, 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 Executive Director of Strategy and Head of ESG Advisory, Wendy Gerber and Global CMO, Margaret Molloy, lead an in-depth conversation on the heels of COP 27 that explores how brands can navigate the intersection of ESG and brand building.
Unlocking Brand: Surescripts
November 18, 2022 21:31 - 56 minutes - 77.9 MBWelcome to our Unlocking Brand series, 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, Melanie Marcus, CMO, Surescripts, the nation’s leading health information network, joins our colleagues Brian Rafferty, Global Head of Research & Insights, and Margaret Molloy, Global CMO, for an in-depth conversation that explores how to leverage brand as a tool to inf...
Unlocking Brand: KPMG
November 18, 2022 19:56 - 56 minutes - 77.3 MBWelcome to our Unlocking Brand series, 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, Sam Burns, Global CMO, and Lauren Boyman, US CMO, KPMG, one of the world’s leading professional services firms, join our colleagues, Mel McShane, Executive Director, Strategy, Rafael Medina, Creative Director, and Margaret Molloy, Global CMO, for an in-depth conversatio...
Unlocking Brand: Building a brand fit for the future
August 30, 2022 18:45 - 57 minutes - 79.3 MBWelcome to our Unlocking Brand series, 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 West Coast General Manager, Katie Conway, Group Director of Experience, Jared Fink, and Group Director of Brand-led Chance, Gretchen Huestis, lead an in-depth conversation that examines how companies can build distinct and compelling brand-led experiences that creat...
Patrick Kampff: What makes for strong brands during times of crisis?
August 30, 2022 16:47 - 7 minutes - 9.85 MBIn this episode, our Strategy Director, Patrick Kampff reads "what makes for strong brands during times of crisis?" Originally published in The Drum, Patrick examines how brands can prepare and suggests some effective practices to weather tough times ahead as inflation continues to rise worldwide.
Unlocking Brand: GlobalFoundries
August 10, 2022 14:54 - 55 minutes - 76.9 MBWelcome to our Unlocking Brand series, 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, Michelle Leyden Li, CMO of GlobalFoundries joins our President of the Pacific Rim Jason Cieslak and General Manager, Katie Conway to explore the lessons learned and the results experienced from rolling out the new GlobalFoundries brand one year ago.
Wendy Gerber: Driving sustainable business growth for brands
July 25, 2022 21:19 - 10 minutes - 14.5 MBIn this episode, our Executive Director of Strategy and Head of ESG Advisory, Wendy Gerber, reads, “Driving Sustainable business growth for brands.” Originally published in Branders Magazine, Wendy discusses the importance of ESG integration in a company’s DNA and how it can lead to growth, innovation and create a positive impact.
Margaret Molloy: Why B2B branding is more important than ever
March 24, 2022 18:38 - 11 minutes - 16.1 MBIn 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.
Unlocking Brand: Measurement over Management
March 10, 2022 14:22 - 48 minutes - 66.8 MBWelcome 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.
Aaron Hall: By playing a long game, the Commanders scored big with their rebrand
February 11, 2022 15:09 - 5 minutes - 8.16 MBIn 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.
Emma Lewis: Utilizing brand to drive an authentic response to climate change in the energy industry
February 04, 2022 14:59 - 7 minutes - 10.4 MBIn 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.
Liz Olsen: Are you ready for Generation Z?
January 20, 2022 18:39 - 7 minutes - 9.98 MBIn 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 ...
Brian Rafferty: From premium products to premium experiences, consumers want radical simplicity
January 10, 2022 18:57 - 7 minutes - 10.1 MBIn 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...
Unlocking Brand: OneTen
August 13, 2021 15:45 - 45 minutes - 62 MBWelcome to our Unlocking Brand series, 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...
Unlocking Brand: Tabreed
August 05, 2021 13:09 - 57 minutes - 78.6 MBWelcome 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 essent...
Unlocking Brand: GE
July 22, 2021 17:42 - 49 minutes - 67.8 MBWelcome 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 unlockin...
Unlocking Brand: Jacobs
July 15, 2021 15:41 - 51 minutes - 70.3 MBWelcome 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 w...
Gabriele Zamora: Why metaphors make powerful brand names
June 10, 2021 18:09 - 7 minutes - 11 MBIn 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 b...
Sarah Grieb: How to communicate with compassion when all we have is words
June 03, 2021 12:48 - 7 minutes - 10.9 MBIn 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.
Unlocking Brand: Bristol Myers Squibb
May 20, 2021 16:30 - 52 minutes - 71.8 MBWelcome 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...
Casey Seijas: A new human normal
May 12, 2021 21:33 - 5 minutes - 7.28 MBIn 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.
Nijel Taylor: Three qualities of a memorable logo
May 06, 2021 13:17 - 7 minutes - 9.96 MBIn 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...
Katie Conway: Launching a brand without shaking hands
April 28, 2021 20:01 - 7 minutes - 9.72 MBIn 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.
James Withey: Brand Architecture--Five tips for rationalizing your portfolio in 2021
April 14, 2021 20:19 - 5 minutes - 7.3 MBIn 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.
Margaret Molloy: Six reasons to rebrand
April 07, 2021 21:38 - 8 minutes - 11.4 MBIn 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.
David Srere: What makes branding different?
March 31, 2021 20:38 - 7 minutes - 10.1 MBIn 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.
Victoria Kurzweg: The sound of simplicity
December 03, 2020 14:58 - 13 minutes - 18.6 MBIn 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.
Derrick Mead: Brand voice and crisis
November 19, 2020 19:42 - 7 minutes - 10.1 MBIn 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.
Ben Osborne: Leveraging brand to bridge the adoption gap
November 12, 2020 12:18 - 12 minutes - 17.6 MBIn 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 sa...
Melanie McShane: The real value of brand purpose emerges
November 05, 2020 12:09 - 10 minutes - 14.2 MBIn 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.
Aaron Hall: Renaming Climate Change—Can a new name finally make us take action?
October 29, 2020 15:57 - 8 minutes - 11.5 MBIn 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.
Billy Kingsland: Simple communications are crucial now—and always
October 22, 2020 10:22 - 6 minutes - 9.67 MBIn 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.
Jason Cieslak: Five Things Every CMO or Brand Marketer Should Be Doing Right Now
October 15, 2020 12:19 - 11 minutes - 16 MBIn 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.
Matt Egan: Brand building for the coming wave of corporate M&A
October 01, 2020 13:19 - 14 minutes - 19.4 MBIn 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.