Archive for the ‘touchpoints’ Category

What’s the purpose of scientific notation in the math and science world? To simplify numbers by emphasizing their most relevant traits and reducing them to more usable scales. Scientific notation teases out what’s important for the problem at hand …

The time is upon us to celebrate courage, determination and immense achievement during the 2012 Olympic Games and the upcoming Paralympic Games. The brand vision for these London Games is to inspire a generation and I can’t help but think about the man…

I attended the Next Generation Customer Experience conference in Las Vegas last month. Below are some of my top-line thoughts. Paul Hagen, an analyst at Forrester, feels experience is even more critical for brands as products become service-based platf…

What makes a compelling brand experience? It’s a question we ask ourselves here at Siegel+Gale every day. But with too many possible answers to fathom, I decided to go straight to the source and ask our own customer experience guru, Thomas Mueller…

Simplicity in the healthcare industry is on life support. This is one of the findings from Siegel+Gale’s recently released 2011 Global Brand Simplicity Index, which articulates the across-the-board demand for simplicity in various industries. Accordi…

I was surprised recently to discover that I had fallen way behind in understanding just how far brands had evolved in engaging with customers on a sensory level. I was well aware of the evolution from what a brand looks like (logo, colors, graphics, ty…

The speed of change and innovation among devices and platforms is quickly making brands consider new options in how they present their content and services. Devices (smartphones, tablets, e-readers) and platforms (content, collaboration, social medi…

As one of the authors of our Global Brand Simplicity Index, it is hard for me to isolate one finding that I find particularly more insightful than the others: picking a favorite insight feels as wrong as picking a favorite child. However, as journalist…

When companies approach branding firms like Siegel+Gale for guidance on merging two corporate or product brands, the request is typically for us to develop a name, logo, endorsement strategy and story for the new merged entity. In many cases, however, …

If you were to type the word “China” into a search engine, you’ll likely see a number of boldface headlines declaring the strength of the Chinese economy and its breathtaking growth. China is without a doubt a rising power, one of the most exciti…