Audio branding builds brand value. Your brand deserves a coherent system of sound and music created specifically to convey its values and advantages of your brand. Your brand can make every touchpoint a relationship-b...
Articles
Opinion: Bringing B2B to life during an M&A
In October 2015, the Hewlett-Packard Company announced its intention to split into two separate entities, signaling the largest corporate demerger in history. Siegel+Gale defined a new brand experience for the spinoff...
Opinion: Is disruptive the new steady?
Our colleagues in our North America, Asia and European offices all agree that we seem to inhabit a new kind of business world where disruptive seems to be the new normal. Challenger brands are snapping at everyone’s h...
Opinion: Sailing the choppy waters of change
Change requires courage. But during times of significant change, courage is in high demand and short supply, as unimaginable complexity comes into sharp relief. Times of change bring with them new leadership, new tale...
Opinion: Talking about change
What does ‘change’ mean for nonprofits? Organizations that are committed to change in a way that, arguably, nobody else is? Their work is the embodiment of change. They change the lives and circumstances of people in...
Sustainable futures: McLaren
The first carbon-neutral Formula 1 team, McLaren’s approach to sustainability is all- encompassing. It impacts the organisation’s corporate strategy, and ensures that it will continue to thrive in a fuel-scarce future...
#TransformTuesday: 25 October
Every week, Transform examines recent rebrands and updated visual identities. This week's picks are below. For more from #TransformTuesday, follow @Transformsays...
Water, malt, hops, yeast
The brewing industry has undergone a craft revolution, leading to ane explosion of new brands and new beers. Do young breweries and small brewers understand the power of brand? Brittany Golob examines packagaing, repu...
Oh, the places you'll go
Budget airlines’ brands have been built upon the destinations that they serve. How do the companies themselves work with partners in the travel and tourism trade to support each other’s communications and brand awaren...
Soft power dreams
There is a strong relationship between international sporting events like the Olympics and nation brand value. How does the legacy of those events impact the value of a nation brand and the reputation of the host coun...